It’s been a mild winter in much of the United States, but many consumers are still attracted to the idea of taking an island vacation. If you’re a travel brand looking to get attention, you may want to take a tip from The Out Islands of the Bahamas, an area that comprises 700 cays and islands from Abaco to Inagua. The Out Islands ran a mobile campaign last fall that got good results.
The campaign’s rich-media engagement rate was 3.87% which is five times greater than the benchmark average. Its rich-media clickthrough rate was 2.35%, 126% above the average. Marketing Daily spoke with Vivian Mur, the director of travel and tourism for Aki Technologies and Kerry Fountain, executive director, Bahama Out Islands promotion board, about the process.