Xscape Quest
Michigan City, IN, USA
Summer-focused tourist campaigns aimed at Chicago weekend visitors
[ THE CHALLENGE ]
Xscape Quest operated in Michigan City, Indiana, on the southern shore of Lake Michigan. Summer brings Chicago visitors on beach weekends; the rest of the year is quiet. They ran the same budget all year, wasting money in winter and missing demand in summer.
[ OUR APPROACH ]
Most of the budget moved to the summer months. Campaigns targeted "things to do Michigan City", "Michigan City rainy day activities", "Chicago weekend getaway activities" and "Indiana Dunes area attractions", and geo-targeting added Chicago to reach people while they plan the trip. Copy pitched an easy trip from Chicago, a rainy day backup and family-friendly indoor fun. In the off-season, campaigns shifted to local keywords and events.
[ WHAT WE SET UP ]
[ HOW THE WORK RAN ]
Mapped tourist booking patterns and built the seasonal budget model.
Summer campaigns and Chicago geo-targeting live.
Budget and bids tuned through the summer weeks.
Local and event campaigns outside summer.
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