Case Studies

	Launch Date: February 2004 Campaign Duration: 1 week

Daytona Beach
Travel: Destination Marketing
Online Survey Gains Quick Results for CVB

HISTORY
Daytona Beach Area Convention and Visitors Bureau are dedicated to providing vacation planning information, tools and special offers to visitors of the Daytona Beach Area.

CHALLENGE
The challenge of this campaign was to determine if the information and tools provided to the users was helpful in the vacation planning process.

PROCESS
.Com Marketing and the DBACVB prepared a list of survey questions and deployed these questions to a select number of people who had joined the DBACVB in house database between April and August of 2003. The survey was emailed to this select group with an incentive to win a free vacation to the Daytona Beach Area.

RESULTS
28,107 emails were deployed on February 03, 2004. In just 5 days 4,130 (17.3%) of the emails were opened and 1,875- (45.4%) people clicked through to view the online survey. A total of 1,788 online surveys were completed.

COMMENTS
Not only did the DBACVB received an overwhelming response to their online survey, but they determined that the vacation planning tools were extremely helpful to visitors, most of these people chose Daytona beach for their vacation and would chose Daytona Beach as their vacation destination in the future.