car fest consumer promotion

Nuts and Bolts Results

Increased BC’s profile through reaching 3,000 visitors to the stand and 21,800 reach on Facebook.

Successfully positioned BC as a major destination to Car Fest visitors, proving they are an ideal and affluent market.

Successfully educated consumers to lesser known areas of BC with requests for inclusions on tailor-made itineraries

Influenced opinion to generate 32 holiday leads with an average stay of 15 nights, leading to an increase of revenue from an anticipated booking value of £96,000

Influenced and encouraged 1,153 competition entries

Destination British Columbia, Car Fest South Consumer show and competition with Bon Voyage.

KBC initiated and coordinated a consumer show and promotion for Destination British Columbia in conjunction with North America specialist tour operator Bon Voyage

Objectives:

Promote British Columbia holidays to an adventurous and affluent audience who like to drive and explore.

Encourage and educate consumers about the lesser known parts of British Columbia making suggestions of new and different tailormade road trips.

Endorse British Columbia through a multi-channel campaign that included social media, digital and face-to-face interaction.

Promotional Partners: Car Fest South and Bon Voyage

Prize Offer: Economy return flights for two adults, from Heathrow to Vancouver, two nights in Vancouver and seven nights RV hire

Activity Timing: 20th August – 7th September 2018

Promotional Channels: e-blast to Bon Voyage’s database of 98,000 and Facebook page with 11,000 followers (supported by KBC and DBC social pages), inclusion in show guide with a print run of 25,000 hard copies and 53,171 visits to the online version leading to 2.8 million page views.

Show attendance: 38,000 visitors

Visitors to stand: 3,000

Competition page dwell time: 55 seconds

Competition entries: 1,153

Campaign cost: £9,250

Anticipated booking value: £96,000

ROI: 10:1

The reach and levels of social media engagement and interaction, along with the anticipated value of holiday bookings to BC through Bon Voyage, proves that the Car Fest South visitors were a perfect match for BC. The number of competition entries highlights that the festival attracted consumers not only interested in winning a vacation but also happy to pay for one!