Datafy x Visit Carlsbad

Stretching Family Fun into Fall

When summer fades, so can family travel

- unless you flip the script.

Executive Summary

In summer of 2024, Visit Carlsbad set out to extend family travel into the fall season, launching a campaign using Datafy’s analytics capabilities and in-house DSP. The campaign strategically targeted households over three or more with annual incomes of over $100,000 from key fly and drive markets by serving 4+ million impressions across Connected TV, online video, and display ads.

By combining smart strategy with strong creative and advanced ad-tech capabilities, Visit Carlsbad was able to execute a campaign that inspired fall visits and produced real economic impact for their community with a $8.54:1 ROI.

Custom Audience

Households of 3+ & income of $100,000

Impressions

4+ million impressions

Economic Impact

$8.54:1 ROI

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Opportunity

Everyone knows that Carlsbad is a great spot for family travel in the summer - but the family fun doesn’t end as the season comes to a close. So Visit Carlsbad teamed up with Datafy to target high-value visitors and keep bookings rolling into fall.

Goal

Reach families who were the most likely to stay longer and spend more while in the destination, and encourage them to book travel to Carlsbad during the upcoming fall season.

The Tech

Using Datafy’s Analytics and Advertising platform, Visit Carlsbad was able to target precise audience segments in line with its goal of reaching families with a high likelihood of booking travel:

Families of 3+ with annual incomes of $100,000+

Past visitors to Carlsbad and other SoCal destinations

Lookalike audiences to expand reach without watering down quality

Campaign targeting focused on key fly/drive markets including Los Angeles, San Francisco, Seattle, Dallas, and Phoenix. Once the audience was dialed in, ads were deployed using Datafy’s in-house DSP across CTV, online video, and display.

Strategy

Creative assets, including static display ads and :15 and :30 second video spots, were developed to highlight Carlsbad’s family appeal. With the audiences set, Datafy’s in-house DSP was used to deliver over 4 million impressions through Connected TV, online video, and online display ads.

Reaching the right audience was key to this campaign’s success. Datafy's technology made it possible to bring in visitors who stayed longer, spent more, and helped drive impact for the Carlsbad community.

-Mark Rudyk, Vice President of Marketing & Communications at Visit Carlsbad.

Results

The campaign kicked off in August and by the end of November, Visit Carlsbad had great news to report:

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