Net Conversion utilizes Google’s Video Sequencing to create three custom ad series to achieve record visits on flat budget.
The Nassau Paradise Island Promotion Board (NPI) is responsible for driving interest in and bookings to the member hotel properties on Nassau and Paradise Islands in the Bahamas including Atlantis, The Ocean Club, and British Colonial Hilton.
After the heightened interest from Baha Mar’s grand opening in 2018, NPI needed to maintain the elevated level of demand to fill the new resort while sustaining interest for existing partners, without cannibalizing interest between the hotel properties.
Based on years of research and experience, we’ve developed a clear performance model centered around our own custom metric, View Influenced Visits. It tells us that when we reach the right consumers, video views lead to website visits which lead to island visitation. For NPI, we knew we needed to create a video strategy to inspire future travelers and nurture qualified consumers. Our goal was to drive incremental, trackable visitation to Nassau Paradise Island by 10%, despite a flat budget.
We tested “activity-based” videos (e.g. adventure, dining, nightlife, etc) as video remarketing. Based on the top performing activity-based videos, we created a video sequence using Google’s Video Sequencing product, with videos ranging from 6, to 15, to 65 seconds. We then utilized the same top performing videos as video remarketing on Facebook.
Our efforts helped NPI achieve a record year in visits, despite a flat budget. We can conclude that when a video is relevant and compelling it moves people down the conversion process from dreaming to planning to booking.
Visits to the site were up +26% vs PY during run of Sequential Videos and surpassed goal by +16%. Cost per Visit became more efficient vs PY by -52% on flat Spend. Visit Rate (using Video ViV/impressions) improved by 45% vs PY. Bahamas actual arrivals Jan-June up +14% vs PY