TripAdvisor is the world’s largest travel site both in content and visitors. As of 2015, the site hosted 290 million reviews and opinions with 190+ user contributions added every minute by 90 million TripAdvisor members. This content is viewed by nearly 250 million unique monthly visitors. It was imperative that we work to give Gettysburg a better presence on this site.
In June, Destination Gettysburg launched a display campaign targeting visitors who were searching for trip ideas in Pennsylvania, Maryland and Virginia. This was a great strategy to reach potential visitors who may not have thought of Gettysburg as a destination. But once we convinced them to consider Gettysburg, what content would they find on TripAdvisor?
While individual review scores for Gettysburg properties were very good – average accommodation review was 4.33; it was 4.68 for attractions; 4.14 for restaurants and the overall review score was 4.39 – the general content on the overall destination did not truly capture the experience. We also struggled with the presentation of businesses. If an Adams County business was outside of the 17325 zip code, they did not appear in a Gettysburg search. We were asked to find a way to fix this.
This month, Destination Gettysburg invested in a Premium Destination Sponsorship that allows our organization to control the destination content as well as underwrite the cost of recoding so that all businesses in Adams County could be associated with a Gettysburg search. This investment resulted in two platforms to showcase our destination – the Gettysburg page and the Greater Gettysburg page on TripAdvisor. In both cases, Destination Gettysburg has control over the content.
We believe this investment will benefit all of our members and create a better awareness of our destination. The campaign does include a tracking dashboard which will be actively monitored. Any questions on the sponsorship should be directed to Stacey Fox, VP, Sales & Marketing, at stacey@destinationgettysburg.com.
In June, Destination Gettysburg launched a display campaign targeting visitors who were searching for trip ideas in Pennsylvania, Maryland and Virginia. This was a great strategy to reach potential visitors who may not have thought of Gettysburg as a destination. But once we convinced them to consider Gettysburg, what content would they find on TripAdvisor?
While individual review scores for Gettysburg properties were very good – average accommodation review was 4.33; it was 4.68 for attractions; 4.14 for restaurants and the overall review score was 4.39 – the general content on the overall destination did not truly capture the experience. We also struggled with the presentation of businesses. If an Adams County business was outside of the 17325 zip code, they did not appear in a Gettysburg search. We were asked to find a way to fix this.
This month, Destination Gettysburg invested in a Premium Destination Sponsorship that allows our organization to control the destination content as well as underwrite the cost of recoding so that all businesses in Adams County could be associated with a Gettysburg search. This investment resulted in two platforms to showcase our destination – the Gettysburg page and the Greater Gettysburg page on TripAdvisor. In both cases, Destination Gettysburg has control over the content.
We believe this investment will benefit all of our members and create a better awareness of our destination. The campaign does include a tracking dashboard which will be actively monitored. Any questions on the sponsorship should be directed to Stacey Fox, VP, Sales & Marketing, at stacey@destinationgettysburg.com.
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