We laid out a full year’s strategy in phases to extended unique reach through media presence on high-affinity travel sites. The users that engaged but did not convert were later remarketed with more tactical messages across digital platforms in later phases of the campaign. The media mix included paid Search, Social, Display, Video and Email.
During initial stages of the campaign, we concentrated on extending reach and driving a high volume of new, qualified users to the Crystal website. From there, we capitalized on those engaged audiences, heavying up on media during promotional periods, and delivered tactical messaging that enticed users to book.
By comparing performance across the annual campaign, we impacted key metrics across the board: