A New Advertising Era for Visit Dallas: Launching a Refreshed Model with Destination Signals™
Learn how Visit Dallas harnessed the power of a new Tempest website and the capabilities of Destination Signals™ to revamp their partner advertising and engagement strategy.
Visit Dallas promotes the top attractions, signature events, diverse cultural experiences, and many business meeting incentives available in Dallas, Texas, to the more than 22 million people who visit the nation’s 9th largest city each year. Collectively, these visitors spend more than $4 billion, generating $7 billion in economic impact that supports Dallas’ restaurants, boutiques, hotels, and other hospitality businesses.
Challenge
Prior to partnering with Destination Signals, Visit Dallas’ monetization strategy was primarily driven by run of site ad placements that had not been updated in several years. The legacy solution also lacked community engagement services and had several errors in tracking and reporting on placements. Ahead of the launch of their Tempest-designed website in January 2023, Visit Dallas turned to Destination Signals™ for an updated, more sensible alternative to their legacy model.
Solution
Destination Signals™ aligned the launch of their Sponsored Content strategy with the debut of the new VisitDallas.com in January 2023, removing run of site options and refocusing the program on higher performing, more thoughtfully targeted placements on the website. High value placements were prioritized, reducing the total website real estate the program ran on, while maximizing value with each available placement and opening new opportunities for more partners to take advantage of the program.
Destination Signals™ also introduced new sponsored content units — customized for each community partner with high quality photography, professional copywriting, strategic calls to action and a native design — resulting in a higher engagement rate than what was seen with the previous program.
Results
$0.81
Improved CPC
1.29%
Improved CTR
79K
Improved Clicks