CASE STUDIES
Whether broadcast, online or out of home, successful branding requires that you identify and utilize a wide variety. EBL uses in-depth marketing research to get to know your audience better than anybody to create an overall strategy to attract the most attention to your message.
GREATER PHOENIX CVB WEATHER.COM CAMPAIGN
The forecast calls for big results.
The Greater Phoenix Convention and Visitors Bureau (GPCVB) wanted to shine a light on its greatest asset – warm, sunny winter weather. To do this, we tested two unique banner ad concepts on Weather.com. Both were geo-targeted to Seattle, Denver, Chicago and New York, making use of current temperatures to drive the point home.
Results:
Both banner ad concepts received a warm reception, delivering over 800,000 impressions, a .29% overall click-through rate, and a .36% click-through rate in Denver. Even more, the GPCVB also reaped the benefits of the campaign, citing Weather.com as one of their top-20 referral sites in the weeks that followed.
Overview:
E.B. Lane has been a strategic marketing partner with the GPCVB for over 10 years. Their fully integrated media plan targets trade, consumer and niche markets – all guided by the “Shine On” campaign we developed for them.
© 2010 E.B. Lane | EBL blog | EBL mom marketing
