Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Marketing Digital Campaigns topic
No spam. Unsubscribe anytime.
Greenhouse: summer digital campaign boosted site traffic and bookings; Expedia led OTA revenue
Summary
A Greenhouse presentation to the Visit South Padre Island board reviewed April–August advertising performance, reporting strong year‑over‑year lifts in impressions, clicks and sessions, Expedia‑reported room nights and an estimated $150,000 in OTA gross bookings for August. Board members asked for more breakdowns and monthly spend reporting.
Greenhouse, the destination marketing agency for Visit South Padre Island, told the board its April–August summer campaign delivered “strong efficiency across the board,” with year‑over‑year rises in impressions, clicks and sessions and continued momentum into August. The agency said social channels and Google Performance Max drove audience growth and conversion activity, while OTAs — led by Expedia — produced the largest immediate revenue impact.
The presentation said Expedia provided month‑over‑month room data and reported 274 hotel room nights and 323 vacation‑rental nights in August. “Expedia led the way with more than $150,000 in gross bookings across both hotel and vacation rental nights with a very strong return on ad spend of 16 to 1,” the Greenhouse presenter said. The presenter also said spend on Expedia dipped in August and estimated that the team spent roughly $10,000–$12,000 that month against a total Expedia budget of $61,000.
Greenhouse described how channels played complementary roles: Meta delivered high engagement (about a 6% click‑through rate on video‑first campaigns, roughly four times benchmark), TikTok extended cost‑efficient reach, Google search anchored conversions and display performed well on pillar messaging such as birding and family programming. On connected TV, the presenter said August completion rates were near 97 percent, and Spanish audio placements produced comparatively strong click‑through rates.
Board members asked for more granular reporting. “Would be able to always see the breakdown on that,” a board member said about the Expedia room‑night split between hotels and vacation rentals; the presenter offered to include a detailed Expedia breakout in the next board report and to add monthly spend by channel. The presenter agreed to send the Expedia report after the meeting.
Greenhouse also explained a GA4 reporting artifact that had shown a one‑second average engagement time on a Spanish‑language landing page; when the presenter isolated the specific page path the average engagement time rose to about five seconds. The presenter said they would adjust reporting to focus on page path data and explore ways to enrich Spanish content with stronger calls to action.
The agency closed by repeating that each channel filled a different role — “the OTA is leading in revenue, Meta driving engagement, Google converting sign ups, and display and video reinforcing awareness” — and agreed to incorporate board feedback into next month’s report.
