Tourism Destination Marketing Case Study
Client: Sokobanja Tourism Board Period: During 2016, 2017, 2018 and 2019
Learn how Sokobanja Tourism Board achieved cost per ad impression of just $0.0007 and high social media presence with proper ad targeting and our strategy.
Project Details
Etourism Consulting was hired by the Sokobanja Tourism Board in order to launch promotional online campaigns for the promotion of events that take place in the destination, as well as the entire destination for the summer seasons of 2016, 2017, 2018 and 2019.
The services included the design and implementation of promotional campaigns on social networks Facebook and Instagram, as well as through Google Ads.
Our Strategy
The main goal was the online branding of the destination and its summer events, so the number of ad impressions and cost per impression were selected as the primary KPIs. The target group were domestic tourists in Serbia.
We realized that almost every person has some memory from Sokobanja since it is a destination that is often visited on school excursions. We wanted to remind these people of those good old times and encourage them to visit Sokobanja again with their families.
Also, we wanted to break the stereotype that spas are boring places for longer stays, so we wanted to promote all the activities and events and present Sokobanja as the most interesting destination in Serbia!
Results
Thanks to the specific targeting and tailor-made ads for each target group, we got very low ad prices – for each impression, on average, just 0,0007 euros were paid. For less than 10 euros we were having more than 1200 impressions of our ads promoting the destination Sokobanja and its events.
This further means that for every 120,000 views we paid on average only 95 euros.
Facebook page likes increased by 40-65% every season, while number of Instagram followers increased as well by 35-45% every year.
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