OUR WORK

Visit Seattle: Driving Bookings Through Strategic Media Partnerships

Consumer Marketing & Booking Conversion: Zoomer Media

BRIEF

Client: Visit Seattle

Campaign: Zoomer Media - Consumer Marketing & Booking Conversion

Target Audience: Canadian Consumers in Seattle target demographic

With many key USA-selling tour operators and wholesalers in Canada operating with limited (or no) marketing budgets, we often find greater return on investment by directing media spend toward targeted consumer campaigns. We then leverage this investment to create Call to Action (CTA) opportunities for key trade partners, on

the condition that they enhance their product offering and develop dedicated campaign landing pages to drive conversion.

IDEA

A multi-channel consumer campaign with Zoomer Media, built to drive traffic to Visit Seattle and straight into bookable partner offers.

Integrated editorial, digital eDMs, newsletters and print placements through Zoomer Media
Agreed traffic-driving links to Visit Seattle and CTA partner websites
Three CTA partners: Expedia, Air Canada and Elite Sports Tours
Partners committed to dedicated Seattle product and campaign landing pages
Sports-focused packaging through Elite Sports Tours to reach a niche audience
Consumer media spend used to create conversion opportunities for trade partners

IDEA

RESULTS

53–56% eDM open rates through Zoomer Media
Seattle content reached more than 110,000 targeted Canadian consumers
More than USD $1.6M in Expedia hotel bookings
About 7,000 room nights generated through Expedia
More than CAD $450K in Air Canada air revenue linked directly to the campaign
New bookable Seattle packages developed by Elite Sports Tours