Situational Analysis

The Nassau & Paradise Island Promotion Board (NPI) faced significant challenges in 2024. The post-pandemic landscape brought about shifts in consumer travel behavior, while the economic impact of inflation also put pressure on travel demand. Despite these hurdles, NPI’s objective remained clear: to drive qualified travelers to choose Nassau & Paradise Island as their vacation destination.

To remain at the forefront of destination marketing and tap into the evolving digital landscape, NPI recognized the need to innovate beyond traditional visit/linkout campaigns. This involved not only achieving two primary goals: expanding our core audiences and extending our reach to younger travelers; but also embracing a spirit of experimentation and testing new creative formats and ad types. Research indicates that Millennials and Gen Z are increasingly influential in travel decision-making, with 70% of them seeking inspiration from social media and 52% relying on peer recommendations. To resonate with these demographics, it was crucial to increase organic community engagement and advocacy across social media, thereby enhancing brand awareness and influencing travel decisions. Moreover, the growing trend of user-generated content (UGC) indicated that travelers, particularly younger generations, valued authentic reviews and recommendations from fellow travelers more than brand-driven advertisements.

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Strategic Goal & Objective

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The strategic goal was to leverage influencer marketing and UGC to complement NPI’s core campaigns and create a more holistic and effective approach to drive demand. This involved:

• Community Growth: Increase organic engagement and advocacy for visiting Nassau & Paradise Island across social media platforms –  increase CTR by 5%
• Site Visitation: Drive a significant increase in qualified traffic to the NPI website – increase website conversions by 10%
• Efficient Linkouts: Ensure effective and measurable linkouts to member hotel properties, fostering direct bookings – increase linkouts by 2%

Results

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The “Storyteller” campaign surpassed expectations, delivering remarkable results across multiple fronts:

• Conversions & Engagement: Total site conversions soared by 44% within the first 30 days of launch, far exceeding the 10% target. Furthermore, organic engagement across all social channels witnessed a significant increase, reflecting heightened interest and interaction with NPI’s content.
• Cost Efficiency: The cost per visit (CPVisit) decreased by an impressive 19%, indicating greater efficiency in driving qualified traffic to the website. Additionally, social CPA in the 60 days following launch declined by 57% compared to the prior year, showcasing the campaign’s effectiveness in generating conversions at a lower cost.
• Click-Through Rate (CTR): The campaign’s emphasis on compelling visuals and authentic narratives resulted in a 47% boost in CTR, significantly surpassing the initial 5% target and highlighting the campaign’s resonance with the target audience.
• Sustained Success: Storyteller creatives continue to be an integral part of our social strategy, consistently delivering impressive results. Since their launch in May, they have maintained an average CTR of 7.5%, compared to a social average of 5.5%, and a cost per engaged view-through visit (eViV) of $1.15, considerably lower than the channel average of $3.30.

Overall, the “Storyteller” campaign not only achieved but surpassed its initial objectives, demonstrating the power of influencer-led UGC, data-driven creativity, and a strategic approach to audience targeting in the dynamic world of destination marketing. The sustained success of Storyteller creatives underscores their enduring effectiveness and their valuable contribution to NPI’s ongoing social media strategy.

Implementation

The Power of Advocacy: Turning Travelers into Storytellers

Beyond the Core: Expanding Horizons and Targeting New Travelers

While prioritizing our core audiences remains essential, fostering continued growth demands the identification and engagement of new consumer segments. Based on our own testing this year and forecasted travel trends for 2025, the “Storyteller” campaign aimed to not only nurture our core audience but also hone in on emerging audiences through enhanced targeting and compelling creative messaging.

• Core Audience:
  • Focus on ages 25-54
  • HHI Top 25%
  • Couples & Family Travelers
  • In-market for Travel/Bahamas
  • Competitor Conquesting
  • Interested in NPI
• Emerging Audience:
  • HHI Top 10%
  • Luxury Travel, Purchase Habits
  • Gambling
  • Wedding & Related Activities
  • Gen Z/Younger Travelers

Utilizing first-party data for customer “match-back” further refined targeting efforts, ensuring the campaign reached the most relevant and receptive audiences across both core and emerging segments.

Data-Driven Creativity: The Engine of Campaign Optimization

The “Storyteller” campaign embraced the shift towards social search, acknowledging the increasing trend of consumers using social media platforms for research and discovery. The diverse content styles incorporated within the campaign, coupled with regular creative refreshes, were designed to capture the attention of users actively exploring travel destinations on social media.

To ensure the campaign’s effectiveness, a data-driven approach was paramount. A Machine Learning Creative Model Score, developed by the advanced analytics team, was leveraged to identify high-performing creative elements. This sophisticated model analyzed a range of factors, including date, tactic, targeting type, spend, and clicks, to predict the performance of creative content. This allowed for continuous improvement and informed decision-making, ensuring that the campaign remained agile and responsive to audience preferences.

By harnessing the power of authentic storytelling, social search trends, and data-driven insights, the “Storyteller” campaign not only captivated its target audience but also empowered them to become passionate advocates for Nassau & Paradise Island.