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Macau: Expedia Campaign

Macau had been a popular half-day trip destination for North American visitors staying in Hong Kong. Few visitors stay overnight, and hotel bookings, especially through online booking sites has traditionally been low.

The Brief

  • Raise awareness of the destination and the variety of accommodation available
  • Take advantage of travelers already making plans to travel to the region
  • Increase hotel bookings and overnight stays

Tactics

  • Myriad initiated an online campaign with Expedia.com, targeting consumers who were already planning to book a trip to Hong Kong
  • Visitors to Expedia.com who searched for information on Hong Kong, both flights and accommodation, were served banner ads suggesting they should consider Macau
  • Banner ads lead to “jump page” with details on how to get to Macau from Hong Kong and what there was to experience when you did travel there
  • The jump page also included a booking engine that allowed travelers to search the extensive list of Macau hotels for rates and to make reservations

Results

  • Click thru rates for the banner ads were above industry averages
  • Cost per click on advertising were in line with industry averages
  • Increase in room nights: 447%
  • Increase in bookings: 290%

 

 

 

Client

Consumer Online Promotion