Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
With visitor numbers exceeding those of Yosemite, Yellowstone, and the Grand Canyon combined, this National Park wanted to ensure smooth communication of a new regulation. As of March 1st, all visitors parking a vehicle for more than 15 minutes would be required to have a parking pass. Our task was to create an engaging, far-reaching branding and awareness campaign that would educate park-goers about this change well in advance.
To reach both frequent and potential visitors, we deployed a multi-channel digital strategy, leveraging the power of Display, Video Pre-Roll, Facebook and Instagram ads, and Over the Top (OTT) ads. Given the branding and awareness focus of this campaign, we capitalized on every available targeting strategy. Our approach combined Keyword, Artificial Intelligence, and Behavior-based targeting to capture the attention of individuals interested in categories like mountain biking, fitness, hiking, travel, family vacations, and tourism.Specific keywords such as “state parks,” “hiking outdoors,” “hiking areas near me,” and “walking” ensured that our messaging reached users searching for outdoor activities. By aligning these categories and keywords, we effectively targeted a wide range of people with a high likelihood of visiting the park, ensuring maximum impact across all platforms.
The campaign was launched at the start of the year, allowing visitors ample time to learn about the new parking pass requirement and purchase their passes—daily, weekly, or yearly—before the March 1st deadline. Over the four-month duration of the campaign, the results were impressive.Our targeted ads achieved a click-through rate of 0.38%, which is over five times higher than the national average. Additionally, the campaign delivered an 8.2X return on ad spend (ROAS), underscoring the campaign’s effectiveness in reaching and engaging park visitors. With these outstanding results, visitors were well-informed, understood the purchasing process for parking passes, and were enthusiastic about supporting the park through compliance.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.
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