Cayman Islands’2009 Banner Advertising Campaign

Short Case Study

Dr. David HorriganGlion Institute of Higher Education &

LRG University of Applied Sciences

IOETI

2nd Online Tourism Marketing Conference

El Gouna – Red Sea, Egypt

December 15, 2009

Agenda

• Interactive Advertising Goals

• 2009 Banner Advertising Campaign Examples

• Campaign Evaluation

• Lessons Learned

• Relevant and Unique Website

Brand Identity

Brand Feel

“Soul”

Cayman Islands’Interactive advertising goals

• Generate awareness for the brand, as well as seasonal promotions

• Encourage online booking, driving traffic to Cayman website, wholesalers and private sector partners

• Maintain share of voice in an increasingly crowded platform

• Be relevant and consistent to the brand

Striking the right balance online

2009 Banner Advertising Campaign

Creative Campaigns by Message and Unit Size

Vows

Pirates Week

Skate

CaymanSummer Splash

(CSS)

Jazzfest

Worth it

Dive

Brand Identity = Soul

Soul of the island

Soul of its people

Contests & Sweepstakes

Vows: Romance

7 Mile SweepsHoneymoon Sweeps

Vows: Romance Sweepstakes

Cayman Honeymoon

Cayman Destination Wedding Sitelet

Vows: Sitelet

Hot Spot

Vows: Honeymoon

Vows: Wedding

Pirates Week

Skate Cayman With Talent

Skate Cayman

CSS Non Flights

CSS Flights

JazzFest

Worth It

Luxury Worth It

Dive

Dive Contest

Scuba Diving

Multiple creative messages ran during 2009:

• Creative messages did not run simultaneously; Timing is a variable that affects results (not measured)

• Online media buys were buy-managed, optimizing to the best performing placements

• Small percentage of the population clicks on ads; and Back-end conversion or booking data correlated to the online campaigns are not available

• Results good for directional purposes: Campaign results were not statistically valid

Evaluating the Online Campaigns

Standard units: 300x250, top performing size

Creative by Unit Size

Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit

sizes.

Ad Unit Size CTR152x90 4.42%

Newsletter 1.98%Video 1.27%

766x188 1.10%468x60 0.73%Custom 0.64%700x700 0.53%597x239 0.35%450x60 0.28%

180x150 0.22%300x600 0.17%125x125 0.13%234x60 0.13%120x90 0.02%

1000x220 0.00%260x60 0.00%360x90 0.00%990x80 0.00%

195x100 0.00%195x25 0.00%

Grand Total 0.70%

Ad Unit Size CTR300x250 0.22%728x90 0.19%

160x600 0.13%336x280 0.06%120x600 0.06%

Grand Total 0.19%

Custom units: 152x90, top performing size

Creative Message CTR

Vows 0.71%Piratesweek 0.62%Skate Cayman 0.44%Skate Cayman NM 0.32%CSS Non Flights 0.30%

Old World Map - NonSweeps 0.28%Old World Map - Sweeps 0.26%

CSS Flights 0.23%JazzFest 0.22%

Worth It 0.18%

Luxury Worth It 0.09%Grand Total 0.28%

Creative by Message

Vows and PiratesWeek were the top performing creative messages within the Consumer category

Creative by Dive Message

Destination of the Month and Dive Contest were the top performing creative message within the Dive category

Despite Dive Contest producing a slightly lower CTR than Destination of the Month, it

delivered 33% of the overall clicks

Creative Message CTR

Destination of Month 0.42%Dive Contest 0.37%Nirvana 0.25%Worth It 0.16%Piratesweek 0.16%

CSS Non Flights 0.16%Grand Total 0.24%

Thoughts

• Measure campaign effectiveness by:• Message• Unit size• Timing

• Buy-manage to optimize best performing placements

• Drive traffic to relevant information by market segment

• Offer unique information consistent with your brand identity

Center of Marketing ExcellenceTourism Market Research & Consulting

www.marketing.glion.edu

Thank You!