To boost tourism, the Martin County Office of Tourism partnered with Tridence to implement a comprehensive marketing campaign to increase visitation by highlighting the area's natural attractions and outdoor activities.

Strategic Marketing Approaches

The campaign employed several targeted strategies to reach potential travelers:

  • Behavioral Audience Targeting: By analyzing visitation behaviors and demographic data, the campaign targeted specific groups such as outdoor enthusiasts, beach lovers, budget hotel visitors, and car owners, tailoring messages to their interests.
  • Location Audience Targeting: The campaign focused on individuals who frequented locations like beaches, campgrounds, and fishing and hunting lodges, ensuring that advertisements reached those with a propensity for outdoor recreation.
  • Geographical Targeting: Efforts concentrated on travelers and residents in the southern and northeastern United States, regions with high potential interest in Martin County's offerings.
  • Weather-Based Messaging: Advertisements were tailored and timed based on local weather conditions, delivering contextually relevant messages to potential travelers.

Omnichannel Campaign Execution

The marketing initiative was deployed across multiple platforms, including mobile devices, desktops, and connected TV (CTV), allowing for the retargeting of consumers at various points in their decision-making process.

  • High Engagement on CTV: The campaign achieved a 94% video completion rate on CTV, indicating strong viewer engagement and the effectiveness of video content in building brand awareness within the travel and tourism sector.
  • Significant Screen Time: CTV advertisements accumulated 1,648 hours of screen time, reflecting substantial reach and exposure among the target audience.

Quantifiable Outcomes

The campaign yielded impressive results:

  • Increased Visitation: 1,005 visits to Martin County were directly attributed to the campaign, demonstrating its effectiveness in driving tourism.
  • Cost Efficiency: The cost per visit was $27.94, highlighting the campaign's cost-effectiveness within the travel and tourism industry.
  • Extensive Reach: The campaign generated over 4.4 million impressions, significantly enhancing awareness of Martin County as a travel destination.
  • Engaged Audiences: Targeting specific interest groups, particularly parents and outdoor enthusiasts, resulted in higher engagement rates, underscoring the importance of audience segmentation in marketing strategies.

Insights from Leadership

Nerissa Okiye, Director of Tourism and Marketing for Martin County, shared her insights on the campaign’s success:

"Our collaboration with Tridence has been transformative in showcasing the natural beauty and attractions of Martin County. Their data-driven targeting and innovative strategies allowed us to connect with key audiences and inspire travel decisions. The measurable outcomes from this campaign confirm the value of partnering with a forward-thinking digital marketing agency."

Results matter

The Martin County Office of Tourism and Tridence partnership illustrates the impact of strategic, data-driven marketing in boosting tourism. By employing advanced targeting methods and leveraging omnichannel platforms, the campaign increased visitation and created lasting awareness of Martin County’s unique offerings.

My Final Thoughts

This case study demonstrates the power of tailored marketing strategies in achieving tangible outcomes. Tridence’s innovative approaches, from behavioral targeting to weather-based messaging, highlight how precise and contextually relevant campaigns can inspire action. While the campaign's success is commendable, future efforts could further refine engagement by exploring deeper personalization or expanding outreach to additional regions.

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