For the first campaign with Visit Isle of Man, we were tasked with delivering a paid media strategy to drive awareness of the Isle of Man as a holiday destination, and then later in the campaign when the world started to open up (after COVID lockdowns), we shifted the messaging to focus on getting people to book their holiday. This meant driving more traffic to the Visit Isle of Man website in an effort to increase trip bookings to the Island to boost tourism. When there was a change of season, messaging and creative was updated to reflect this.
Digital Willow approach
The remit included digital display, programmatic buying, ad serving, Google search ads, Microsoft ads, Sky TV advertising, and native advertising. To further help achieve our goal, we optimised the website for SEO in a number of ways. Firstly, we helped optimise some relevant blog posts that were already published on the website by implementing keywords we selected from our extensive keyword research around particular topics. Using a similar process, we created new blogs that focused on particular seasons for travelling and what was unique about travelling to the Island at that time of the year.
During the campaign, we achieved over 43,700 goal completions on the Visit Isle of Man website, this is a highly engaged audience as a goal on Google Analytics is considered as someone who has viewed 3+ pages on the Visit Isle of Man website, signed up to the newsletter or spent longer than one minute on the website.
In February 2022, the number of organic users visiting the Visit Isle of Man website was 29,412. After making the
website more optimised for SEO, we saw performances in June of 59,745 organic users.
This was an increase of 103%, meaning an additional 30,333 organic users visited the website as a result of our
The digital advertising in total served over 11.8 million impressions, so building awareness of the Isle of Man as a destination was truly accomplished.
Furthermore, we smashed through our target of views (335,000) delivering 632,558 views over 30 secs long in a combination of both the 30 & 90-sec video.
And finally, on Google, we managed to reduce our initial Cost Per Conversion down from £23.45 to only £2.72 -11 times below the travel industry benchmark (£31.81)!
Could you be getting more conversions? Get in touch with us and see how we could increase it for you.