The TripAdvisor ranking is based on seasonal hotel booking interest from spring to summer, including the average one-week vacation costs for hotels and airfare. As Mackinac’s Agency of Record, Advance 360 is thrilled to celebrate this well-deserved recognition.

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Advance 360, the Mackinac Island Tourism’s Agency of Record, has worked diligently to achieve this notoriety, but also dramatically improve the revenue of the island and the length of the peak season. Both have made tremendous inroads — growing by more than 30% in revenue since 2013.

In 2013, Mackinac Island Tourism identified a need for a refined, laser targeted digital campaign. Since that time, the budgetary commitment to this proven digital strategy has more than doubled, and the results speak for themselves.

Products Used:

• Paid Search
• SEO
• Display and Re-messaging
• Responsive Rich Media
• Sponsor Content
• Social Media Management and Amplification
• Web Design and Development
• Video Pre-Roll

Strategy

The primary goal has always been to increase total room revenue on Mackinac Island. Advance 360 knows that increasing site traffic and conversions on mackinacisland.org are the leading indicators of how the island will pace with regards to room revenue. Adjusting and solving for the appropriate increase in web visitors during target months, the strategy lifted traffic and with it, room night revenue.

Because the island is open only May through October, the window of opportunity is short. Using historical data, travel research, and audience profiling, Advance 360 was able to predict peaks in bookings, understand target audiences and messaging, and lift conversions. Insights from SEM analysis dictated a full year marketing campaign that elevated bookings in both early and late season, adding to increase of total room revenue for the island.

Advance 360 is still the DAOR for Mackinac Island and 2018 pacing is currently on track to exceed campaign key performance indicators.

Results

From 2013-2018, since Advance 360 has become Mackinac Island’s Digital Agency of Record, they have seen the following increases:

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CREATIVE EXAMPLES

Digital Ads:

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Website:

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