Visit Savannah engages guests with southern hospitality and boosts bookings

Visit Savannah, the destination marketing organization (DMO) for the Savannah area, set out to sustain and boost local economic growth by increasing leisure and business travel to the area. Their key objectives were:

1. Identifying and reaching specific audiences with relevant data, at the right time and in the right channels as users consume content.

2. Driving site actions and hotel and flight bookings, with confirmation that these visitors reached their destination.

Previous focus on direct response solutions was not driving awareness and purchase intent with new visitors, so they looked to engage with consumers higher in the funnel, before they had settled on a vacation destination.

Partnering with Quantcast, Visit Savannah leveraged ‘data partner audiences’ to reach audiences in-market for mid, upscale, or luxury accommodations and domestic air travel based on frequent purchase data and purchase predictors. ‘Data partner audiences’ utilizes data from Quantcast’s partnerships to tap into a specific audience with scale. In this case, Mastercard’s deterministic hotel and domestic air travel spending audience data was the base for engagement. Quantcast’s AI-driven, behavioral graph was then applied to find individuals before they were in-market for a trip, driving an increase in year-over-year bookings and revenue per available room. This was supplemented by Quantcast’s partnership with Adara to validate lower funnel KPIs, including room and flight bookings.

Visit Savannah saw a 2033% return on ad spend and 6% year-over-year increase in revenue per available room. Proof of Quantcast’s impact was further validated by Adara, with Quantcast exceeding all historical client benchmarks. As the only partner on plan, Quantcast drove: