Czech Tourism Case Study

David Bosley

Case Studies | Social Media Marketing

“"PBJ was were very thorough and, at the same time, very tech-oriented in
guiding us through a new marketing initiative for the brand." ~VP of Marketing

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In a Nutshell... is the official site for travel and tourism throughout the Czech Republic. Tired of the usual marketing initiatives, the brand wanted to promote new nonstop flights from Canada to the Czech Republic. The brand came up with the idea of creating an interactive Facebook Sweepstakes Quiz for a free trip to the Czech Republic.

The now needed an agency capable brand of creating the custom landing page as well as create the ads, promote the contest, and manage a robust paid campaign across Facebook and other social media channels.

We got to work building an interactive landing page capable of housing a Sweepstakes Quiz in both English and French. We then got to work on building out the ad campaigns. The brand's dedicated team was responsible for the whole campaign from A to Z, from creative development to implementation and budget control.

The flash campaign resulted in 600,000 impressions with a 1% Click-Through-Rate was somewhere around 1 percent, above industry standards, but the real ROI came from the engagement. Of those who clicked, we saw a 44% conversion rate and ever new visitor was cookied and remarketed.

Feedback Straight from the Client...

The team at PBJ Marketing was able to build a very engaging Sweepstakes landing page for our promotion. We had a very good Conversion Rate based on how many people took the quiz on the landing page. Of those who came to the landing page through the ad, 44% took the quiz and entered the contest which is incredible. We also had a very high level of added engagement. If I look at some analytical information from the website like Bounce Rate and Time Spent on our tourism website, all displayed positive changes. Bounce Rate lowered, customers spent almost 4 minutes on the website. This actually shows a very good engagement with the website, so we were satisfied with that point. The Facebook sweepstakes campaign resulted in 600,000 Impressions on our ads. The CTR [click-through rate] was somewhere around 1%, which was not that bad and above industry standards for this type of campaign. Overall though, of all those who came to the website, 44% did the action we wanted them to do. We call that a success.