Varick Drives Superior Results for Local Tourism Board

NEW YORK, April 02, 2018 -- Varick, an audience-centric digital marketing company, released today a new case study showcasing its continued success in the evolution of the travel and tourism vertical. While the tourism industry has typically relied on traditional advertising efforts, it has begun to make the transition to digital and is expected to reach $10.08 billion in ad spend by 2021, according to eMarketer. Varick’s unique multi-channel approach has allowed for stellar results in the digital space for this vertical, most recently driving interest and site traffic among potential customers for local tourism board in Southern California.

Augustine, a full-service marketing agency located in Sacramento, California, approached Varick for a campaign with their client, a tourism board located in Southern California. The purpose of the campaign was to drive inquiries among a specific audience of baby boomers, affluent parents and empty nesters across the Los Angeles and San Diego area. Along with inquiries, the client was also looking to drive bookings, site traffic and sign ups.

Varick proposed a multi-channel strategy which included activating media across desktop, mobile, and Facebook in order to garner interest and achieve scale across the web. Specifically, Facebook Carousel ads, which showed rotating scenic photos to the target audience, were expected to drive major engagement from prospective customers with its interactive functionality. The final results of the campaign surpassed client CTR and CPA expectations. Additionally, third party data and mobile and desktop retargeting allowed for Varick to uncover and reach new audiences for the client.

“We went to Varick with a specific goal of finding potential customers and driving them to book hotel stays on our website,” explains Shawn Grant, Director of Digital Marketing for Augustine. “Varick has surpassed our expectations with a three-step approach using Facebook, third party data and retargeting. While the amazing results certainly impressed us, their ability to help define our target audience was the most valuable part of our partnership. With Varick’s findings we were able to adjust our strategy and creative accordingly.”

“We have worked with a slew of clients with varying goals in the travel and tourism vertical,” explains Farhan Rehmani, South Director of Business Development at Varick. “What made our experience with Augustine distinct was the opportunity to provide the client with audience insights that will benefit them beyond the campaign. While our ultimate goal for all clients is to deliver successful campaign results, the chance to provide lasting benefits for future strategies, brand building and performance growth is invaluable.”

About Varick
Varick is an audience centric digital marketing company that uses state of the art technology to provide agencies and brands with full funnel, cross-channel strategies to drive brand marketing objectives. Varick, a pioneer in the programmatic space since 2008 was originally founded on New York’s historic Varick Street. Now headquartered in the heart of midtown, Varick continues to bring the fast paced spirit of the digital world to a global audience.

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