The impact of football on college towns is well known, and perhaps nowhere greater than in the SEC. Auburn Opelika Tourism wanted to better identify and quantify the visitors that descended on their market during the 90 days of college football season. Partnering with RMG, we built 4 geoframes around key locations within the Auburn and Opelika geographies so we could better understand the participation of locals as well as visitors.
Over the 90 day period, RMG identified over 6.5M mobile devices in market, which allowed us to match 784,000 individuals with a name, address and demographics. After we removed duplicates, the DMO was able to import 65,000 KNOWN visitors with an email in to their CRM for ongoing engagement. We matched over 150,000 total devices to name and address, allowing AO Tourism to better understand where their visitors were coming from, while gathering critical information on age, income, presence of children and much more. The DMO is now equipped to meet with lodging, dining, retail, event and promotion partners with key insights that can increase occupancy and revenue for the collective interests.
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