Case Study: Visit St. Petersburg/Clearwater increases conversions and advance bookings with Sojern's data-driven custom messaging

Visit St. Petersburg Clearwater - Customer Case Study

Visit St. Petersburg/Clearwater teamed with Sojern, Destination Analysts, and Miles in an industry-first digital marketing partnership to better understand and influence visitors during their travel planning. The goal was to increase conversions with customized messaging, learn how users interact with the VSPC site across the travel lifecycle, and examine in-market behaviors and spending of site visitors who ultimately traveled to the destination.

The team combined a website survey, Google Analytics and data-driven retargeting to serve tailored messages in real time. Results showed a 1.9% CTR and 3.8% action rate for targeted placements (vs. 0.13% and 0.78% for untargeted placements), higher travel party sizes (43% with 2+ travelers), 57% of confirmed bookings made more than nine days in advance, and that users evaluating multiple destinations were 4× more likely to come from display ads.

Visit St. Petersburg Clearwater

David Downing

Executive Director