Jimmy Buffett's Margaritaville

Situation:
Margaritaville Miami Bayside was grappling with declining visitation and needed a strategic intervention to boost engagement and visitor numbers. Liberty Interactive Marketing was tasked with developing a strategic digital advertising approach to increase visitation rates and enhance the overall performance of the location, ensuring that marketing efforts were as focused and effective as possible.

PLAN:
Liberty Interactive Marketing conducted an in-depth geospatial intelligence study to address these challenges. This analysis was crucial for understanding visitor personas, pinpointing where visitors came from, identifying the true trade area, and assessing visit frequency. With this data, Liberty executed a multifaceted digital advertising campaign tailored to a specific persona group with significant potential due to their proximity and demographic alignment with the location.
The campaign strategy included:

Geo-Targeting and Audience Targeting:
Ads were strategically placed to target users in key zip codes around the location that indexed highly for the target persona, ensuring the ads reached the most relevant audience.

Channel Utilization:
The campaign utilized Instagram for broad-reaching engagement and programmatic ads for deeper, cost-effective engagements. These channels were identified during the geospatial study having the most engagement from the target persona group. This dual-channel approach allowed for balanced coverage and optimized spending.

Creative Strategy: Creative content was designed to resonate with the target persona group, featuring vibrant visuals and engaging video content that aimed to attract a visually driven audience.

RESULTS: The 60-day campaign led to remarkable improvements:

• Increased Visitation: Visitation to Margaritaville Miami Bayside increased by 37.5% from the previous period, surpassing general traffic growth in the surrounding marketplace and indicating a successful targeting strategy.

• High Engagement: The campaign reached approximately 1.6 million people, averaging 1.7 exposures per person over two months. Despite the low frequency, the campaign achieved high efficiency, costing about a penny per unique person reached.

• Effective Ad Performance: Ad performance significantly exceeded benchmarks, demonstrating the effectiveness of the targeting and creative strategies.

• Cost-Effectiveness: The campaign efficiently reached its audience at a low cost, showcasing the economic efficacy of the digital strategy.


Photo credit: Margaritaville Miami Bayside