“Our goal was clear: To get more UK families to choose Florida for their next vacation. And Skyscanner delivered, with searches, bookings, and ROAS all well above target.”
Summer Gonzalez, Senior Manager, Paid Media, VISIT FLORIDA
Overview
- We partnered with VISIT FLORIDA to encourage more family travelers from the UK to choose the Sunshine State for their next vacation.
- As a full-funnel campaign, we engaged travelers from the early dreaming stage through to planning and booking.
- Our data-led targeting helped us pinpoint the right travelers with unique content at the right time.
Results
- Reached almost 1 million travelers and increased flight searches to Orlando by more than 650,000.
- Over 108,000 travelers who saw the campaign performed at least 1 x Orlando flight search, creating a brand uplift ratio of almost 11:1.
- Generated $2.2 million in hotel bookings – a return on ad spend of almost 50:1.
The sunnier side of life
Florida has it all – beaches, theme parks, abundant wildlife, and even space rocket launches. From white-knuckle rides to gator-spotting in the Everglades, the Sunshine State’s packed with family-friendly adventures that punch well above the average vacation.
It’s VISIT FLORIDA'S job to get this message out there by promoting and driving tourism to and within the state. And it does a great job: Florida’s one of the USA’s most popular destinations, attracting a record-breaking 143 million visitors in 2024.
To support this milestone, we teamed up with them to get more families from the UK to choose Florida for their next family vacation.
Putting Florida front and centre
Over 50% of people coming to Skyscanner don’t know where or when they want to travel. This gives us the unique opportunity to reach and inspire these undecided travelers with destination recommendations.
Homepage hero ads drove travelers to a bespoke hub page to discover more about Florida’s family-friendly experiences.
Working in close partnership with destination brands and tourist boards, we’re able to tell their story, communicate what makes them special (For VISIT FLORIDA, it was using their line: 'Take Your Florida Holiday Beyond The Expected'), and encourage travelers to pick them for their next getaway.
Enter Florida. Family vacations here offer something special to children and adults alike. We wanted to show parents that the family trip of a lifetime was waiting for them a short hop across the Atlantic.
Why look anywhere else when you’ve got the weather and beloved attractions all in one place? One day, you could be dipping your toes in golden sands, swinging lazily in a hammock. The next, flying across wetlands on an airboat spotting turtles, deer, and rare birds.
Our hub page helped travelers learn what makes a Florida holiday so special, giving them the insight they need to start planning.
Reaching the right travelers
As a dynamic travel marketplace, Skyscanner searches billions of prices every day to help people find their ideal flight, hotel, or car from thousands of providers worldwide.
At the same time, our data-led approach identifies the right people to target – and when – to maximize campaign impact.
For VISIT FLORIDA, we used a full-funnel approach to build awareness of Florida’s experiences and then nurture travelers through consideration to conversion.
We used a combination of attention-grabbing traffic drivers in the upper funnel, to information-rich, inspiring content in the mid-funnel, to that final branded booking page in the lower funnel giving one last nudge to book.
Our branded sponsored results page was shown to all users searching for Orlando during the campaign, providing that final step in encouraging travelers to book their flights. Our Explore Everywhere ad targeted undecided travelers searching worldwide, while the brand banner ad targeted travelers looking for competing destinations.
Results
We reached almost one million UK travelers, increasing flight searches to Orlando by over 650,000.
More than 108,000 travelers who saw the campaign performed at least 1 x Orlando flight search, with searches to Florida 11 x higher from this group compared to travelers not exposed to the campaign.Overall, the campaign made nearly $2.2 million in hotel bookings – a return on ad spend of almost 50:1.
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