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The NCAA’s Final Four, the crescendo of the College Basketball season, was held in Phoenix in 2017. The Arizona Office of Tourism, a government agency responsible for driving travel to the Grand Canyon state, wanted to track their campaign promoting the Final Four to quantify the impact of their efforts on the State as a whole. Arizona Tourism’s goal for the NCAA’s Final Four was to drive travel to the event and increase exposure of the state of Arizona as a travel destination. This would be tracked through four KPIs:
- Hotel and flight bookings
- Hotel revenue (total revenue and ADR)
- Room nights
- Efficiency (impressions per booking)
The Strategy
In order to show that travel to the state was directly linked to the NCAA Final Four promotion, Arizona Office of Tourism needed to track confirmed flights and hotel bookings into the market. Furthermore, in order to prove they were driving travel to the entire state and not just the Final Four host city of Phoenix, they had to demonstrate that the campaign drove people to other parts of Arizona.
Destinations often promote events, but to date there hasn’t been a way to show the impact of these promotional efforts on driving travel to the larger destination. The Arizona Office of Tourism turned to ADARA Impact, a marketing measurement tool that uses real-time search and booking data from ADARA’s global travel ecosystem to look at the true impact of the destination website and media campaigns on visitation, flight bookings and hotel revenue. The ADARA team worked with Arizona’s destination marketers to develop a custom tracking strategy for their Final Four campaign and would compare the results against the general spring campaign.
At a Glance
- The Arizona Office of Tourism wanted to track their campaign promoting the NCAA Final Four to quantify the impact of their efforts on the State as a whole.
- ADARA Impact proved the Final Four campaign influenced nearly 19,000 flight bookings to Arizona bringing people from across the US who spent upwards of 88,700 nights in market.
- The Final Four campaign resulted in incremental travel to destinations across the state. Over 57% of bookings were to destinations other than Phoenix.
Why ADARA?
ADARA has direct data partnerships with more than 175 of the most recognized travel brands across the globe, including many of the leading airlines, hoteliers and OTAs. ADARA’s global travel data co-op provides unparalleled visibility into travelers searching for and booking trips and hotels in Arizona, in real time, including both direct and OTA/Meta activity. Thanks to ADARA Impact, the Arizona Office of Tourism were able to measure the ROI and impact of their marketing investments in addition to media impressions and CTR.
By connecting media impressions and clicks to global travel partner data, ADARA Impact accurately attributed media spend to hotel and flight bookings made by travelers. This attribution allowed the Arizona Office of Tourism to conclusively show that the Final Four campaign drove travelers not only to the event, but also to the entire State of Arizona, and did it more efficiently than the spring campaign.
The Results
- The Final Four campaign influenced nearly 19,000 flight bookings to Arizona bringing people from across the US who spent upwards of 88,700 nights in market.
- A campaign investment of $35,000 in influenced over $4.75 million in hotel revenue, driving an ROI 135x. Moreover, the ADR of visitors who were exposed to the Final Four campaign, as opposed to the general spring campaign, was $24 higher per-night at $207.
- The Final Four campaign drove 1.5x more efficient hotel and flight bookings
- (45% fewer impressions per hotel booking & 49% fewer impressions per flight booking).
- In addition to driving singular event travel, the Final Four campaign resulted in incremental travel to destinations across the state. Over 57% of bookings were to destinations other than Phoenix.
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