Advertising during the holiday season is always a tough job. You can imagine the amount of advertising messaging the typical shopper encounters. Typically, response and ad click-thru rates are low. It makes sense because the market is flooded with messages for year-end specials and holiday deals on all sorts of stuff. Connecting with consumers, of course, becomes more difficult. Making that all-important connection is easier, though, when the creatives and messaging are captivating and the subject matter is interesting. Like a trip to Catalina Island! Catalina Express wanted to reach new local shoppers during the holiday season. The offer was straightforward – consider going to Catalina Island as a gift.
We created original ads with unique messaging that helped communicate the novel idea of our client’s service as a holiday gift for someone on their list. We specified a geographic radius for reaching shoppers that were a certain distance from our client’s locations. Then, we targeted the most appropriate, high-traffic sources to place the ads in. The marketing key performance indicators (KPIs) point to unquestionable success:
Duration: 31 days (December)
Ad views: 316,145
Click-thru Ratio (CTR): .25%
What was the response from Catalina Express? “This is great!”
In all fairness, though, who wouldn’t want a gift like a trip to Catalina Island, for any occasion?