Case Studies > Tourism > Destination Augusta
From Major Event to Major Insights for Destination Augusta
RMG’s innovative approach gave Destination Augusta crucial insights into visitor demographics and behaviors, transforming their engagement strategies.
Highlights
1.5 Million Devices
Tracked 1.5 million devices through 4 geoframes during the Masters
11,000 Emails
Identified 11K email addresses for previously unknown visitors
40,000 Names & Addresses
Identified 40K visitors’ contact information & demographics
Proof of Concept
Built and ran successful 90-day POC
Summary
Region
- Southeast
industry
- Tourism
Company size
- Medium
rmg solutions
- Bullseye
about
Destination Augusta, host to the Masters Golf Tournament, sees a significant influx of visitors that boosts the local economy every year. Their city boasts a wide variety of attractions, cultural celebrations, and sporting events that draw in massive crowds.
Challenge
The large influx of visitors has always been a welcome boost to the economy; however, Destination Augusta lacked specific information on these visitors.
“We were astounded at the visitor intelligence we gained by deploying RMG ad tech during our prime seasons. I shared the information with our Board to better educate all of our stakeholders.”
strategy
Using our core Bullseye Ad Tech, RMG constructed a series of four primary geoframes around known areas of the highest density locations impacted by tourists during the 2 weeks around the Masters. Recognizing they wanted to better understand traffic at key entrance points (airports), the impact on retail and dining establishments and lodging partners, the latitude and longitude based frames were strategically placed to maximize data gathering. Using RMG’s proprietary normative database and matching fully compliant Mobile Ad ID data, this client could gain critical insight to their guests.
solution
The four frames yielded an abundance of visitor intelligence previously unknown to this DMO. Over 1.5 million devices were captured during the deployment period, yielding over 40,000 first and last names, 40,000 addresses, and nearly 11,000 emails. In addition, another 300,000 devices were known to be inside the frame and could be used for engagement via social, SMS/text or ad targeting.
results
By leveraging RMG’s Bullseye and proprietary database, Destination Augusta gained critical insights into their guests, allowing them to optimize their marketing strategies and enhance visitor engagement effectively. In addition, RMG identified a segment that focused on a retired population with higher incomes. Augusta can be marketed as a retirement location for this segment.
RMG built and ran successful proof-of-concept tests with the updated segment and marketing strategies over an additional 90-day deployment around key events in the area.
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