1. Cayman Islands 2009 Banner Advertising Campaign Short Case Study Dr. David Horrigan Glion Institute of Higher Education & LRG University of Applied Sciences IOETI 2 nd Online Tourism Marketing Conference El Gouna – Red Sea, Egypt December 15, 2009

2. Agenda Interactive Advertising Goals 2009 Banner Advertising Campaign Examples Campaign Evaluation Lessons Learned Relevant and Unique Website

3. Brand Identity Brand Feel Soul

4. Cayman Islands Interactive advertising goals Generate awareness for the brand, as well as seasonal promotions Encourage online booking, driving traffic to Cayman website, wholesalers and private sector partners Maintain share of voice in an increasingly crowded platform Be relevant and consistent to the brand

5. Striking the right balance online

6. 2009 Banner Advertising Campaign

7. Creative Campaigns by Message and Unit Size Vows Pirates Week Skate Cayman Summer Splash (CSS) Jazzfest Worth it Dive Brand Identity = Soul Soul of the island Soul of its people Contests & Sweepstakes

8. Vows: Romance

9. 7 Mile Sweeps Honeymoon Sweeps Vows: Romance Sweepstakes

10. Cayman Honeymoon Cayman Destination Wedding Sitelet Vows: Sitelet Hot Spot

11. Vows: Honeymoon

12. Vows: Wedding

13. Pirates Week

14. Skate Cayman With Talent

15. Skate Cayman

16. CSS Non Flights

17. CSS Flights

18. JazzFest

19. Worth It

20. Luxury Worth It

21. Dive

22. Dive Contest

23. Scuba Diving

24. Multiple creative messages ran during 2009: Creative messages did not run simultaneously; Timing is a variable that affects results (not measured) Online media buys were buy-managed, optimizing to the best performing placements Small percentage of the population clicks on ads; and Back-end conversion or booking data correlated to the online campaigns are not available Results good for directional purposes: Campaign results were not statistically valid Evaluating the Online Campaigns

25. Standard units: 300x250, top performing size Creative by Unit Size Year to-date average CTR is 0.33%. Overall Custom sizes out-performed standard unit sizes. Custom units: 152x90, top performing size

26. Creative by Message Vows and PiratesWeek were the top performing creative messages within the Consumer category

27. Creative by Dive Message Destination of the Month and Dive Contest were the top performing creative message within the Dive category Despite Dive Contest producing a slightly lower CTR than Destination of the Month, it delivered 33% of the overall clicks

28. Thoughts Measure campaign effectiveness by: Message Unit size Timing Buy-manage to optimize best performing placements Drive traffic to relevant information by market segment Offer unique information consistent with your brand identity

33. Center of Marketing Excellence Tourism Market Research & Consulting www.marketing.glion.edu Thank You!