St Augustine Ponte Vedra VCB's Travel Channel Sponsorship Increases Intent & Favorability
Last February, MMGY Global partnered with the Travel Channel to launch an integrated package to reach avid travelers and increase awareness of the St Augustine Ponte Vedra VCB as a brand as well as increase favorability and intent to visit the destination. The Travel Channel is an American basic cable and satellite television channel known for its travel-centric programming.
The campaign strategy included broad reaching broadcast spots, targeting the Travel Channel’s cable and digital satellite subscribers living in the U.S., as well as digital efforts geo-targeted east of the Mississippi River to align with the VCB’s top feeder markets running on the Travel Channel, Food Network online and within the travel channel social channels.
The “Destination of the Month” sponsorship on the Travel Channel features Samantha Brown, a popular host on the network. National cable included: 30 vignettes featuring Samantha Brown and: 10 billboards – all running in prime programming in February 2016. Samantha Brown’s official Facebook Page also featured St. Augustine, Ponte Vedra & The Beaches as the Travel Channel’s Destination of the Month. The VCB’s website, social posts, and brand print ads displayed the Destination of the Month logo with accompanying language during this sponsorship for additional exposure.
Post campaign analysis shows positive results, as 74% said “the video made me more interested in considering a visit to St. Augustine” when surveyed about viewing a sponsored Destination of the Month video.
The destination saw a 21% lift in brand favorability over non-exposed viewers and garnered a 36% lift in consideration.
February is a key travel planning time period for the destination, and the VCB reported a 13% lift in web traffic year over year during the sponsorship.