We Deliver The Audience. You Deliver The Adventure.

When Lafayette asked us to verify visitation lift following a connected television campaign, we turned to the industry leader for brand safe streaming advertising, Premion.

Using Premion’s travel specific visitation attribution program, Gray Destination Marketing created a custom segment for the destination. To achieve maximum lift, we combined travel intent with a love for food, music and culture all focused on Lafayette’s primary and certain expansion markets.

Lafayette’s campaign showed a 33% lift in visitation!

The Robert Trent Jones Golf Trail needed to share a compelling story that drove home the message that this public course offers affordable championship golf and an incredible experience for the casual and avid golfer.

To do this we helped the course develop messaging that answered questions for all experience levels. Using video as the core elements, we incorporated opportunities to ask questions before reserving tee times and rooms.

Broadcast television increased the trail’s reach beyond the avid golfer to a casual golfing audience. Finally, digitally targeted display to affluent audiences with reservation links decreased bounce rates and increased bookings.

This strategic plan helped almost double Alabama Tourism revenue from $10.7B in 2012 to $19.7B in 2021.

The use of video, connected TV, email and paid search sold out hotel reservations so quickly, messaging had to be updated to focus on adventure activities only.

A comprehensive digital strategy managed by our premier services team decreased web abandonment, increased physical visitation and allowed the attraction to broaden their focus to international markets.

We then Michigan’s marketing efforts to convert international travelers investigating Michigan to the client’s destination.

Revenue tripled in three years.