How do you boost brand awareness in the competitive New York tourism industry?
THE RIDE is the next generation of sightseeing. Interactive by nature, THE RIDE takes visitors on an immersive multimedia adventure tour through the streets of New York City.
THE RIDE was up against stiff competition in NYC’s thriving tourism industry. With almost limitless options, potential consumers are bombarded by sightseeing advertisements, saturating the market. THE RIDE approached Major Tom to raise brand recognition — and ultimately increase ticket sales and revenue.
Raise brand awareness
Increase ticket sales
Pulling into a profitable niche with a clever paid advertising strategy
While our strategy was holistic overall, paid advertising was a crucial component to our success. Since we were up against organizations with bottomless budgets, we had to innovate. Major Tom created a custom geo-fenced campaign within Google Display Network (GDN), targeting New York tourist locations — such as Times Square and the World Trade Center — and set bids to 100% mobile.
By zeroing in on a unique segment of the audience who would be interested in THE RIDE, we were able to generate significant awareness on the ground through a mobile campaign without significant spending.
Accompanying paid advertising, we also employed the following tactics:
- Website: UX and SEO took a front seat when we built THE RIDE’s website. Oftentimes, the audience was international; it needed to be so intuitive, you could understand it if English was not your first language. If users had a difficult time finding and navigating the site, we would lose them.
- Paid search: Developed search engine marketing campaigns in Google Ads and Microsoft Advertising. The volume of searches for tourist activities in New York is enormous, so it was key that we refined the list of targeted keywords to best reach those likely to book with THE RIDE.
- Paid social: Ran acquisition campaigns on Facebook and Instagram. Used lookalike audiences, retargeting campaigns on Google Display Network (GDN) and Facebook to segment audiences.
"The return on ad spend has been over 300% for all of 2018, which is great considering that our spending numbers have decreased significantly. During the holiday season, which is our busiest time of the year, we got over $100,000 in revenue."
Ilana Gazda Marketing & Retail Channel Director