Introduction
Visit Puerto Vallarta and Sojern launched a partnership in 2019 to showcase the lovely resort town on Mexico’s Pacific coast. Known for its gorgeous beaches, water sports, restaurant and nightlife scene, and boutique shops, the team sought a partner to activate digital marketing campaigns across display and video featuring all they have to offer. Proving Return on Ad Spend (ROAS) was an important part of the campaign, and Sojern delivered this through Economic Impact Reporting.
Objectives
The Visit Puerto Vallarta team wanted to keep their share of business from the competition, inspiring visitors to choose them when looking for a beach destination. They also sought a partner they could trust to take a consultative approach when managing their digital marketing. With the technology landscape constantly changing, the Visit Puerto Vallarta team wanted a partner who could help them stay up-to-date on the latest changes and adapt their marketing strategies to stay ahead of the curve. The team’s most recent campaign launched in the second quarter of 2022 with a regional focus, targeting US and Canada markets with intent to travel to Puerto Vallarta. ROAS was the top priority for the campaign, goaled at 5x for each campaign.
“The Sojern team creates campaigns that are tailor-made for us. You listen to our needs and craft campaigns exactly the way that we need them to help our destination to get more bookings, especially in the places that we need them most. We love seeing the return on investment from our spend with Sojern, and every year it’s getting better and better. Your team gives us recommendations to improve our campaigns, which makes you a really trusted partner for us. The reporting helps our managers, the government, and owners of the hotels to understand exactly where our marketing spend is going. Not just the clicks or the number of impressions, but the actual economic impact of our investment.”
Solution
The team activated campaigns both in partnership with a neighboring DMO they share an airport with, Riviera Nayarit, and on their own. Targeting focused on users with travel intent to their destination and competitive destinations, and on travelers with interest in beach vacations, culinary art enthusiasts, family vacations, romance, ecotourism, fishing, golf, and also drove exposure with LGBTQ+ audiences. The current campaign, which continues to ramp up, has a 5X ROAS. The Riviera Nayarit and Puerto Vallarta campaign ended in October, resulting in 10x ROAS. The Visit Puerto Vallarta team appreciated the strong communication and relationship from Sojern. They are always able to ask questions and get access to the latest insights and trends—viewing Sojern as a market research and digital marketing partner. Most importantly, they use Sojern’s reporting to share return on investment with all of their stakeholders, which continues to improve each year. Through the use of data and rich reporting, Sojern and Visit Puerto Vallarta are able to constantly improve and grow the campaigns and find the right travelers for the destination.
About the Partnership
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“The Sojern team creates campaigns that are tailor-made for us. You listen to our needs and craft campaigns exactly the way that we need them to help our destination to get more bookings, especially in the places that we need them most. We love seeing the return on investment from our spend with Sojern, and every year it’s getting better and better. Your team gives us recommendations to improve our campaigns, which makes you a really trusted partner for us. The reporting helps our managers, the government, and owners of the hotels to understand exactly where our marketing spend is going. Not just the clicks or the number of impressions, but the actual economic impact of our investment.”
