We identified areas in paid search where we thought traffic might be cannibalized (paying for traffic that would have landed on bahamas.com organically). We then launched highly targeted campaigns in all our target geographies.

Using behavioral targeting, we identified segments who were in-market to go on vacation and had specific niche interests. For example, Someone who is in-market to go on vacation and has a boating interest as well would see very specific boating themed ads in both text and video formats that has a focus on boating in the Bahamas.

We segmented bahamas.com audiences even further. For example. if someone had visited the pampering page on bahamas.com, we would further segment that audience into female visitors of the pampering page. During remarketing campaigns, they would see very specific “Girlfriend Spa Getaway” ads.

We took the bahamas.com existing TV ads and ran them across Youtube targeting specific segments identified on the website resulting in highly relevant video advertising targeted at each specific segment (Boating Audience, Family Audience, Etc).