U.S. Virgin Islands Increases Tourism Using Weather Data As Campaign Trigger

Goals

The U.S. Virgin Islands wanted to increase the number of bookings during winter through the strategic use of data and audience insights.

20%

Desktop Display CTR Increase

22%

Mobile Social CTR Increase

Launching a trigger-based campaign across mobile and social was incredibly turnkey with Amobee. Their platform technology helped us to specify key weather triggers, allowing us to be a part of winter conversations and provide consumers with promotional opportunities to travel to the U.S. Virgin Islands. Giving us the opportunity to amplify our message at pivotal points of change in the weather and to customize messages within DMAs resulted in increased audience engagement and site performance.

Smita Allex, Managing Director at Mindshare

Solution

With Amobee’s Triggers solution, the U.S. Virgin Islands tourism board was able to target audiences when they were most likely to book a tropical vacation.

A temperature threshold of 32 degrees was set to determine when a campaign would go live or be put on hold. When the temperature dipped below this level, Amobee delivered ads across 7 DMAs with relevant ad messaging emphasizing the allure of travel to warmer climates.

U.S. Virgin Islands Increases Tourism Using Weather Data As Campaign Trigger

Results

The U.S. Virgin Islands tourism board successfully increased click-through-rates across desktop by 20% and mobile by 22.5% using Amobee’s Triggers solution. Additionally, the tourism board was able to increase the number of bookings during the campaign, as a direct result site traffic generated by the weather-triggered units.