Seeking Adventurers – Dominica
In the aftermath of hurricane Erika, the Commonwealth of Dominica was looking to attract adventure-seeking travelers for their next vacation. Covered with lush tropical jungle, volcanic peaks, and dotted with rivers and waterfalls, Dominica offers a much different island experience. My team developed the “Seeking Adventurers” campaign to target active travelers looking for a unique experience.
The integrated, predominantly online campaign was launched in North America, UK, France, and Germany. Print, targeted
digital advertising and paid social campaigns drove traffic to a campaign website designed to inspire travelers with compelling imagery, stories and lodging offers (using much of the content developed through the Dominica Film Challenge). Online media flights incorporated many forms of targeting (behavioral, demographic, contextual, geographic, and retargeting) and was continually optimized based on real-time
performance. Third party travel partner data was also integrated which allowed tracking of direct bookings to the island. In-market stakeholders (hoteliers) developed and promoted specific “seeking adventurer” offers. Tracking on the online media flights drove bookings that resulted in a 250% return on invested marketing dollar.