Experience Oxfordshire sees record web traffic from digital campaign
Experience Oxfordshire worked alongside VisitEngland and strategic marketing agency, Digital Visitor, on a social and digital campaign for a two-month period in June and July 2021. The highly successful campaign focused on the ‘Escape the Everyday’ branding and delivered a record-breaking volume of relevant traffic to the site.
The digital campaign was launched to align with booking lead times for family summer holidays and to attract the ‘staycation’ market with the Covid uncertainty about travelling abroad.
Key successes and statistics from the campaign were:
- Over a two-month period, there were 31.5 million impressions across all channels, almost double the KPI of 16 million
- Facebook saw a unique reach of 1,678,974 with the Experience Oxfordshire ads
- There were 562 hours of brand exposure via the video ads used in the campaign
- Record-breaking volume of traffic to the Experience Oxfordshire site – over 166,000 clicks.
- The ROI is 35:1, based on a 6% conversion rate and an average domestic visitor spend of £194
Looking at the Facebook and Instagram campaign, it was interesting to see that the top performing ad overall was the ‘Treat Yourself’ video in the young adults ad set which alone had 19k clicks from the total of 51k. This suggests that in a post lockdown world, this age category, with possible high disposable incomes, are looking to indulge and splurge. Another figure that stood out in the Facebook and Instagram campaigns was that the click through rate was particularly high with families at 3.07%, whereas the expected CTR is usually around 0.8%-1.5%, indicating that families are looking for city break ideas.
Hayley Beer-Gamage, CEO of Experience Oxfordshire comments:
“We were delighted to be successful in our application to VisitEngland for a localised version of the national campaign specifically for Oxfordshire. The ‘Escape the Everyday in Oxfordshire’ campaign saw an investment in new imagery and video content to help inspire visits to the city and county alongside a robust social media strategy targeting key audiences. The results show record website traffic and social media engagement all putting Oxfordshire front of mind as destination of choice when planning a future visit. We will continue to build on this success as we help support our partners and sector through industry recovery.”
VisitEngland Director Andrew Stokes said:
“It’s fantastic to see these results from Experience Oxfordshire, with our national campaign being adapted and used to such excellent effect locally. ‘Escape the Everyday’ is all about driving bookings and supporting businesses and destinations as they reopen and begin to rebuild. This activity has done just that, also encouraging people to take a new look at what’s here on their doorstep.”
For more information about Experience Oxfordshire visit https://www.experienceoxfordshire.org/
ENDS
About Experience Oxfordshire
Experience Oxfordshire is the official Destination Management Organisation (DMO) for Oxfordshire. The trading arm of the parent charity, Experience Oxfordshire Charitable Trust, and a not-for-profit partnership organisation that is committed to the promotion, management, and development of Oxfordshire as a great destination to live, work, visit and do business whilst improving growth and productivity across the visitor economy. The DMO provides essential business advice and support to visitor economy businesses across Oxfordshire. To find out more about Experience Oxfordshire and the benefits of becoming a partner visit www.experienceoxfordshire.org/partner or call 01865 686439.
Media Contacts:
Sarah Long and Kylie Bawden at FINN Partners experienceoxfordshire@finnpartners.com
Anne-Marie Hicks, Experience Oxfordshire press@experienceoxfordshire.org
