Industry
Services
The Challenge
Historically, Shoulder Season saw lower occupancy rates than Core Season. Year-over-year Tourist Development Tax collection showed a dip outside spring and summer seasons. In discussions with bed tax collectors, Zehnder saw an opportunity to grow Shoulder Season occupancy and boost TDT collection.
The Strategy
Approaching this “non-peak” season, we focused on driving occupancy among a specific audience. We wanted to keep South Walton at the forefront of the affluent traveler’s mind by creating a digital marketing ecosystem with fully integrated web, mobile, social media, paid digital media, content marketing, SEM/SEO, video, experiential, and activation marketing.
The Results
With occupancy rates higher than 80% in the summer and a reported 95% likelihood of return visits, those who know about South Walton and have experienced it love it. Even when they’re not in the destination, we kept South Walton at the top of travelers’ minds through engaging, inspiring content. Social media messaging, web copy, blog posts, and email blasts made travelers feel like part of the South Walton community from afar.
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
