Case Study: Outer Banks Visitors Bureau boosts off-season visitation with Hoffman York

Outer Banks Visitors Bureau boosts off-season spend 21% with Hoffman York

Hoffman York worked with Outer Banks Visitors Bureau to increase year-round visitation to the Outer Banks of North Carolina. The challenge was to move beyond the destination’s strong summer season and attract the right audiences for spring, fall, and winter with a media campaign and marketing strategy.

Hoffman York used data science, booking trends, and audience analysis to build a targeted media plan focused on eight off-season visitor segments, road-tripper geographies, and optimal timing for seasonal promotion. The campaign delivered a 21% increase in tracked credit card spend in shoulder seasons, a 15% increase in average spend per visitor, 38% growth in organic search interest, an 8-point increase in off-season outdoor recreation/attraction participation, and a 30% increase in tracked outdoor recreation spend.

Outer Banks Visitors Bureau