LHVB wanted more visitors – online and in rooms.
The Laurel Highlands Visitors Bureau wanted to increase website visits along with overnight stays to its many attractions such as Fallingwater, Seven Springs, Hidden Valley, Nemacolin Woodlands and Ohiopyle State Park.
We timed our messages perfectly.
Online analytics gave us several key indicators of geography and travel behavior. First, it showed us that the majority of travel inquiries to the website came from the Pittsburgh Metro. It also revealed that people hit the website closer to the weekend, which told us that a trip to the Laurel Highlands was more of a spontaneous decision. Our media plan followed suit. We ran a blitz of radio and print ads that communicated the excitement, close proximity and affordability of visiting the Laurel Highlands. The print ads ran in weekend travel guides in the Post-Gazette and City Paper, and we scheduled a high frequency of 15-second radio spots to run at the end of the week on top-rated Pittsburgh stations with a message to visit the website to make your travel plans.
The timeliness proved to be an effective strategy that impacted the goals of increasing web hits and overnight stays.