Dynamic segmentation helped Panama City Beach ban spring break and become a year-round destination.
Panama City Beach had always been the quintessential family beach town. Except for those few weeks a year when it became the quintessential spring break party town. And while raging college students definitely generated revenue (80% annually), it wasn’t the reputation the town wanted. So Panama City Beach made national headlines by banning spring break altogether. There was just the small detail of making up the lost revenue.
Luckie developed a data-driven dynamic segmentation model to determine exactly who we needed to talk to, what motivates them, and how to get the right messages to the right people at the right time. Distinct groups rose to the top, including Long Weekenders, Empty Nesters, Couples and Young Families. And six vacation motivations emerged – Family Beach, Ecotourism, Adrenaline, Romance, Entertainment and Foodie. We designed a multichannel approach and personalized it every step of the way through unique executions in digital, social, print and TV. And by constantly testing, optimizing and improving the creative, we helped Panama City Beach increase revenue in a year when it should have been down 80%.
2.5M
increase in customer spending
11.6%
YOY increase in bed tax collection
25.1%
YOY increase in March visitation
25.4%
increase in August visitation
15%
YOY increase in website use
13%
YOY increase in mobile engagement
330%
increase in overall website click-thru rate
0%
Spring Breakers
MEETING CONSUMERS WHERE THEY ARE
OMNI-CHANNEL APPROACH
As today’s online-offline consumer behavior becomes more connected, we look at the big picture of how we are influencing our audience, strategically leading them through relevant experiences.
UNDERSTANDING BEHAVIOR
CROSS-SCREEN STRATEGIES
Today’s TV viewing is hardly limited to one or even two devices. Using cross-screening media strategies, we brought the brand message through connected and addressable TV while simultaneously meeting our targets in digital space with segmented messaging. Whether dolphin watching or roller coaster rides are more relevant to your vacation, informed by data, our targeted digital content gave our platform an entirely new meaning.
SEGMENTED MESSAGING
DYNAMIC CREATIVE
Use of dynamic creative allowed us to serve a variety of messages to a wide spectrum of audiences — from young couples with children looking for a romantic weekend getaway to empty nesters interested in a foodie experience — by slightly nuancing creative, infusing it with relevant content and optimizing it based on the results. All in real time.
HOW DO YOU PCB?
UGC ACTIVATION
In social, we tapped into the real behavior of our audience who is hard at work making their vacations Instagram-worthy. Not only did we encourage them to compete with an incentive of a free vacation, but we also gave them branded tools to promote themselves within their circles, giving PCB additional engagement and exposure to new audiences.