Investor Presentaiton
PAID MEDIA STRATEGY
Stayed responsive to the changing COVID-19 environment while promoting tourism to Rhode Island to support our economy.
1. Selected advertising tactics and partners that were flexible to easily adapt to the changing traveler sentiment.
Focused on digital tactics: search ads, web banner ads, and online videos.
2. Appealed to the unique needs of travelers and our community during this time by promoting safe travel through:
Targeting audiences within drive markets of Massachusetts, Connecticut, and the New York DMA.
Showcasing experiences that are outdoor, socially distant, and overall safer activities in our creative.
Expanding campaign parameters to include targeting Rhode Island and promote "staycations" as we saw an increase in hotel bookings by
Rhode Islanders from 5% to 15%.
3. Tracked return on ad spend via Adara to measure how many people saw our ads and then later booked a hotel.
4. Selected advertising tactics and partners that have proven successful from FY20 in terms of return on ad spend.
5. Targeted audiences most likely to convert, like frequent travelers and those whose interests align with RI offerings.
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