Hermann-Grima Historic House.
Leveraging spring festivals to drive tour
Hermann-Grima Historic House was in need of increasing tour bookings with a
small budget. The DEVENEY team had to develop a strategy that would leverage maximum
exposure of the historic home to tourists and locals. To make the most of
our budget, we had to plan our tactics during a strategic time of year.
THE GAME PLAN.
the New Orleans Jazz & Heritage Festival having over 460,000 attendees and
French Quarter Festival receiving 386,000 attendees, DEVENEY decided to capitalize
off of these events and seize the opportunity to communicate to the influx of
people in New Orleans during that time. We used location-based targeting
through Facebook ads to reach an audience who were within the vicinity the
Hermann-Grima house, which also overlapped with festival grounds. Because our
potential festival-goer audience would be entirely mobile, we only targeted
only those on mobile devices in direct vicinity of our targeted festivals.
When the consumers
clicked on the ad, it directed them to the tour booking page so the user could
easily purchase tickets.
For a closer look, click to enlarge.
Tour bookings of the Hermann-Grima Historic House increased by 200% in
April and May 2016, compared to the previous year. This exceeded the original
campaign objective by 500%.
We reached approximately 40,000 people, exposing them to New Orleans
history and the Hermann-Grima brand, far exceeding the original objective to
reach 10,000 people.
Engagement on the Hermann-Grima Facebook page increased, as a result of 750
combined page likes, clicks and comments, which achieved 550 engagements over the initial
IABC Southern Region Silver Quill-Award of Excellence 2016
2016, AVA, Digital Awards
2016, Marcom Award
2016, PRSA Award