As a digital marketing consulting company we have had the opportunity to work in a number of vertical markets from travel and manufacturing to fashion and entertainment. We even have worked with a few clients who wanted Zephoria to help them promote the box office release of their movie. Regardless of the industry we’re serving we are committed to learning your target market, your competitors, and also the customers you serve. We also only work with one client in any specific vertical niche. While we have numerous travel marketing clients we will only work with organizations who don’t compete with each other for the same end-user. Not only is this the only ethical thing to do, it is also just good business.
We have also seen our Web work receive a number of web and advertising awards. However, we’re always pleased that the true recognition of our work goes directly to our clients.
Project Spotlight: Destination Marketing
Project Spotlight: Buffalo Convention and Visitors Bureau – One Summerlong Sensation Campaign part of the ILoveNY summer festival program
Niche: Travel Marketing
Services: Internet Strategy, web development strategic planning, SEO friendly web development, email marketing, and advanced website analytics.
Summary: Zephoria was engaged with one of our ad agency partners to work with the Buffalo Convention and Visitors Bureau on an innovative web project that was focused on driving visitors to Western New York as an extension of the I Love NY program. The concept was to build a viral website that motivated users to travel to Western New York, build a travel itinerary around certain keystone events, and then share their experience with the family and friends through interactive postcards. What was so exciting about this program was that it not only engaged travelers and helped them build an exciting vacation while encouraging their family and friends to also consider visiting the area. The program was promoted through a combination of both paid and organic search as well as traditional advertising and media placements. To help build on-going site visits we also created a number of trivia quizzes that users could use to showcase their knowledge of the area as well as boast of their local expertise to family and friends who were also then encouraged to participate.
Outcome: Besides winning the Web Marketing Association’s WebAward this project also received national exposure within the travel marketing industry as well as being showcased before many NY’s most prominent elected officials. In addition, there was a significant surge in off-line traffic to the region as a result of this campaign with the website acting as the cornerstone marketing activity.
A complete analysis of the program was completed by the University of Buffalo said, “The promotional campaign for One Summerlong Sensation resulted in widespread media coverage of the region’s arts, cultural, and tourism offerings. Hundreds of newspaper articles across the U.S. and Canada, reaching a potential audience of approximately 20 million people, touted Buffalo Niagara’s diverse tourist attractions – especially those in arts, culture and heritage – and reinforced a growing national and international notion that Buffalo Niagara is a premier tourism destination. The BNCVB estimates that the dollar value of the local and national media coverage at more than $2.7 million, thus leveraging more than $10 for every dollar spent on marketing and promotion. Of course, by spreading to the word that Buffalo Niagara is a place worth discovering, as shown by the news quotes below, One Summerlong Sensation’s public relations campaign will have returns for years to come.” (the complete University of Buffalo study can be viewed here). Business Journal Article (can be read here)