This luxury tourism destination on the Florida Panhandle has become one of the most sought-after destinations for discerning travelers. Originally launched as a combination ownership and rental community, Alys Beach has become an example of how data analysis and modeling can create tremendous success.
After nearly seven years in existence, rave reviews and a host of designer awards, the Alys Beach development team was seeking ways to attract visitors beyond their traditional core southeast market. With a master plan to develop 500+ homesites that would feature rental property, retail, restaurants and events, Alys beach was poised to dramatically increase awareness both in primary feeder markets and new prospecting markets.
While the client had traditionally seen Atlanta, Nashville and Birmingham as “feeder” markets, data analysis showed that Dallas, Houston, Orlando and Miami were hotbeds for prospect marketing. RMG then developed a multichannel ad campaign integrating digital ads, Facebook and opt-in email to test model recommendations.
Since April 2020, the multichannel campaigns have driven over 840,000 visitors to the website (a 800% increase YOY) and confirmed Texas and central Florida as highly responding markets. In the midst of the crippling COVID pandemic, rental bookings were completely full, homesite sales were over 200% of comps and all available inventory was completely sold.
Ongoing testing and messaging continues, as RMG and Alys Beach continue to focus on identifying and engaging with those target consumers that align with the profile that has been developed by the use of primary research, data hygiene and data appending, predictive modeling and multichannel campaigns.
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