Canada | 2019
V2V is a premium cruise service connecting downtown Vancouver and downtown Victoria in British Columbia, Canada. The waters of southwestern British Columbia are some of the most spectacular in the world and the V2V experience aims to showcase this stunning corner of the world with unparalleled commitment to service and luxury. Our objective has been to increase YoY organic traffic and drive incremental booking engine clicks to strategically relevant destinations via blog content. V2V Vacations worked with VERB Interactive to create a digital marketing plan that aimed to send quality traffic to the website that would drive conversions while leveraging awareness among the local community, as well as our target audience of niche North American targeting. To meet these KPIs, we launched a focused plan of attack that included highly personalized targeting on paid social and Google Ads. V2V ran three main campaigns for intent, video views, and conversions. The intent traffic campaign contained multiple ad sets allowing it to send different ads to target visitors from known US market cities in Washington, locals for overnight trips, and known audience members travelling in the area. The video campaign used remarketing and lookalike audiences to reach a quality, highly engaged audience. The conversions campaign used known geographic markets and remarketing in ad targeting to drive quality conversions. Within the Google Ads platform, VERB ran Search and Display campaigns, with the Display campaigns a new channel for V2V this year. The Display ads were geo-focused on the Vancouver and Victoria areas for those potential passengers who were already in the area and may be unaware of V2V as an option for travel between the two cities. Ads were also targeted farther afield at select US and Canadian cities, to bring the V2V name to those planning their trip.
Integrated Marketing Campaign