When Madden and Visit Casper, WY partnered together for digital marketing, we defined Visit Casper’s overall goal as pushing awareness in opportunity markets and responsible travel to the markets with the highest visitation. Madden took this goal and used what they knew about the destination to craft messaging that would resonate with the markets they were top origin markets.
By analyzing visitation data and Google Analytics, the Madden team identified three types of origin markets for Casper.
- Core Markets: Markets that generated high visitation and high spending
- Primary Growth Markets: Markets that generated high visitation, high spending, and high length of stay
- Secondary Growth Markets: Markets that generated lower visitation, but higher length of stay
Once these markets were identified, Madden’s media team developed a dual-approach media strategy. Core markets would be the target of sustainability messaging, and growth markets would be the target of awareness tactics.