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Case Study: Experience Kissimmee – Building awareness and driving visitors

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Background

Kissimmee, Florida offers the most adventure and best attractions on earth.  Moments to Orlando, Kissimmee is located next to world-class theme parks such as Walt Disney World®, Universal Orlando® Resort and SeaWorld®Orlando.

Experience Kissimmee , the Dept of Tourism Development for Osceola County wanted to tap  burgeoning Latin American markets to ensure that Kissimmee was a top tourism destination.

Strategy

L2L embarked on an exhaustive look at Mexico, Brazil and Colombia  to map out country characteristics including population, age, income  and importantly travel preferences and media consumption.

    Colombia was the approved market and the agency:

  • Prepared a strategic media plan that would  garner the highest reach at the most effective CPM.
  • Negotiated  media  buy with in-country.
  • Managed, tracked and calibrated plan accordingly to ensure budgets were optimized at all times through the campaign.
  • Provided recommendations for future campaigns based on learnings.

Result

The plan far exceeded in-going  media  plan objectives:

-Online including FB, Ad Network Banners & Pre-Roll

    » 185M Impressions
    » 133K clicks with 86.4% views to completion
    » CPM of $.000245

-Print including  in-flight & leading pubs

    » 3.5M Impressions
    » CPM of $.0081

-OOH including Airports and Mall

    » 3.9M Impressions
    » CPM of $.00576

The  recommendations provided for  future campaigns  including geo-targeted mobile and eblast campaign,  print travel sections, airport kiosks and movie theatre advertising.