Finger Lakes Wine Country

Overview

Finger Lakes Wine Country (FLWC) is a region that offers picturesque locations, a refreshing environment, and a world-class experience of wines, beers, and distilleries. It is a place where people come to view beautiful sunsets, dine-in at local restaurants, and acquire knowledge about Riesling or Cabernet. In summer of 2020, East Shore Marketing’s objective was to develop a plan to increase brand awareness of the FLWC’s region in respect to CDC travel’s guidance.

We focused on the local regions close to FLWC that there was so much to re-discover, close to home. To help reach as much of the targeted audience in the defined markets, we used TV stations like WETM and WENY along with the digital channels: Programmatic, MyTwinTiers, Google Ads, and Facebook/Instagram.

Challenge

Campaign Goals

Brand Awareness

Increase brand awareness of the region, with the KPIs being an increase in website traffic and click thru rate (CTR).

Target Audience

Local regions close to FLWC.

Drive Traffic

Drive traffic to the FLWC region in respect to CDC travel’s guidance.

Experience

Showcase picturesque locations surrounding the FLWC region and all that it has to offer, including wineries, distilleries, and restaurants.

Strategy

Paid Marketing

• Created campaign with multiple ad sets targeting different audience segments across the defined region.
• Used digital targeting tactics such as Keyword Level Search/Contextual, Interest, Affinity, In-Market, Topic, and website retargeting.
• Optimized the campaign towards the best performing ad set to drive more engagement through website clicks.
• Tagged each campaign with its unique UTM parameters to view a customer journey in Google Analytics and adjust campaign based on the cumulative performance.

Result

Campaign Success Metrics

• Cumulative, across all channels, the campaign generated over 7M impressions, 37K clicks, and 181K video views.
• The website traffic increased by 158% whereas the direct and organic traffic on the by 47%, indicating that users who viewed the ads came back to the website.
  

• The unique page views on the landing page increased by over 20K%.
• Website traffic increased over 300% from the campaign’s target geographies.
• Individuals who traveled from other cities to advertised local markets were also served the ads.