Visit Leeds and Sojern Increase Average Length of Stay by Half a Day With an Always-On Strategy

immagini a forma di diamante in vari luoghi lussuosi
Risultati

24% Increase

in average length of stay YoY

4.5x

Return on Ad Spend (ROAS)

21% Higher

Video Completion Rate (VCR) than goal
Pacchetto usato
Managed Campaign
Canali
Display
Video
Industria
Destination

Leeds is a city at the heart of the action, bursting with life and cultural energy. Boasting a vibrant creative community with award-winning national theatre and dance companies, a world-class arena, natural parks, a thriving independent food scene, and renowned retail, Leeds also hosts international sporting events, carnivals, festivals, and more. Partnering with Sojern, the Visit Leeds team improved their visitors’ average length of stay by half a day, leveraging a consistent digital presence with an engaging mix of video and display content through an always-on strategy. Visit Leeds built a new brand image as a year-round city destination, offering a range of fun and engaging experiences for all of their travellers.

«Il supporto di Sojern è stato fantastico durante l'intero processo. I contatti regolari che abbiamo con Sojern sono assolutamente fondamentali per vedere come si sviluppano le nostre campagne. I report mensili e gli approfondimenti sono inestimabili. A nostra volta, abbiamo acquisito maggiore esperienza nel decidere come distribuire queste campagne e i temi che utilizzeremo».

Hilary Farmery
Responsabile marketing e comunicazione

Obiettivo

While Leeds was already a popular destination amongst UK summer travellers with its location in the centre of the UK, the tourism board wanted to build Leed presence for the rest of the year with in-market travellers. They were especially keen to drive longer stays as most visitors only came for one night. The Visit Leeds team partnered with Sojern to build a new brand image of Leeds as a competitive year-round destination using an always-on digital strategy. It was critical for the team to have access to in-depth reporting to prove the number of travellers driven by their digital marketing efforts.

Soluzione

Visit Leeds and Sojern activated an always-on digital marketing strategy using video as an upper-funnel channel to raise awareness and inspiration among UK travellers searching for their next holiday and display advertising as a lower-funnel tactic to ensure Leeds remained top of mind, converting lookers into bookers. Over an eight-month period, the partnership achieved a video completion rate (VCR) of 79% and a return on ad spend (ROAS) of 4.5x. Perhaps the most exciting result shown in Sojern's Economic Impact Report was the half-a-day (24%) increase in the average length of visitor stays which helped drive additional revenue.

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