Goal: Increase “heads in beds” during slower Fall months.
Tactics: We launched an acquisition campaign targeting any prospect who went to the MGM Mirage website within the previous 24-hours. We then implemented our proprietary in-market audience segmentation tool to expire display ads after 48-hours of the prospects visit to the MGM site. This gave us the most highly engaged in-market audience.
Results: We surpassed the MGM Mirage CPA goal. MGM Mirage attributed better than expected room occupancy, in part, to our acquisition efforts. They continue to work with us to drive “heads in beds” throughout the year.