Creative | Digital | Social
Situation
South Padre Island has the best, most expansive and stunning beaches in Texas. The destination gained a reputation as the "college spring break” destination, with thousands of students descending on the island each March. While the destination still embraces this important audience, there is an opportunity to reach a broader, family audience focusing on improved accommodations and growing vacation rental market. What makes South Padre Island great is the small-town accessibility, friendly people and the warm, welcoming service, along with a large variety of activities, from water sports to shopping to eco-tourism to incredible cuisine.
Key Initiatives
The agency executed three days of Momentum Planning sessions. The Momentum Idea focused on the hassle-free experience of the island: Life can be hard. South Padre Island is easy.
To bring the idea to life, the Agency created a campaign built on the juxtaposition of the "easy" aspect of vacationing in South Padre Island, and the 'hardest' thing to do is actually deciding what to do because there are so many choices. We deployed the "This or That" campaign to drive awareness of the variety of activities through both traditional, digital and social media, focusing on the drive market areas of Texas as well as Midwest feeder markets.
To bring the idea to life, the Agency created a campaign built on the juxtaposition of the "easy" aspect of vacationing in South Padre Island, and the 'hardest' thing to do is actually deciding what to do because there are so many choices. We deployed the "This or That" campaign to drive awareness of the variety of activities through both traditional, digital and social media, focusing on the drive market areas of Texas as well as Midwest feeder markets.
Digital
Print
Social
Outcome
Both occupancy and tourism related tax collections are up by more than 17% year over year. RevPar growth has outpaced every destination in the comp set. And, if you look at campaign performance, programmatic media generated over 42 million impressions with a CTR that is 110% above the industry benchmark. 9,000 rooms were booked on Expedia equating to $2.2 million in gross bookings and a 26:1 return on the ad spend. Paid search achieved a 13.46% CTR – 188% above the industry benchmark. And, optimization by the agency digital team helped drive down the average cost per click by 73%.
