Encouraging Overnight Stays at an American Wonder
Niagara Falls is far more than a day-trip destination — here’s how we helped Destination Niagara USA prove that to prospective hotel-booking visitors.
Challenge: Maybe you’ve already been to Niagara Falls? Maybe you think it’s worth a day trip, but not a full-on vacation? Maybe you can’t figure out whether to stay on the U.S. side or in Canada? Sound familiar?
It was for those reasons and more that Destination Niagara USA (DNU) came to C/A with a desire to boost that all-important destination metric: number of overnight stays by visitors.
Solution: Cue C/A’s unique content-focused approach to destination marketing:
- Seasonal and segmented digital marketing. Each season, we create segmented digital marketing campaigns to reach and engage drive- and fly-market couples, families, shoppers and outdoor adventurers, with the goal of tempting them into multi-day getaways at one of America’s natural wonders.
- A content hub designed to encourage bookings. All campaigns drive to The Source, DNU’s content hub that serves as a digital destination guide, offering audience-specific editorial content and itineraries to inspire users to plan a Niagara Falls escape of their own.
- At-your-fingertips reporting functionality. Since these campaigns are digital, we provide DNU with a 24/7 dashboard for clear, up-to-date pictures of each campaign’s impact. We also have the flexibility to shift gears mid-campaign to produce the best possible results.
With the launch of the new content hub, The Source, we saw a 40% increase in time on page. Our seasonal and audience-specific ad campaigns brought in strong click-through rates across channels, more than triple that of the industry average.
Integrated Editorial Content
Previously, much of Destination Niagara USA’s content was confined to the boundaries of its blog, which was difficult to find and navigate.
Our goal in creating The Source was twofold: one, to develop a robust content hub that could deliver a more dynamic user experience, and two, to surface this content strategically through the site, driving conversions by pulling visitors deeper into the trip-planning process.
Seasonal and Segmented Digital Marketing
C/A manages all of Destination Niagara USA’s digital and content marketing efforts — from landing page creation to ad design and deployment. To reach the right audiences at the right time, we make content the focus, with imagery and language chosen for each segment and season. This allows us to guide travelers down a path to begin planning their trip and booking a hotel stay.
Explore Our Landing Pages
C/A puts the power of curated, audience-specific content to work in Destination Niagara USA’s campaign landing pages.