Client Overview

A prestigious luxury lodge and resort located on 9,000 acres of scenic Texas countryside, approximately 90 minutes from Dallas-Fort Worth. The property features upscale accommodations, gourmet dining, and numerous outdoor recreational activities including horseback riding, fishing, shooting sports, and zip-lining.

Challenge

While the resort had established a strong customer base within the Dallas-Fort Worth (DFW) area, they identified an opportunity to expand their market reach to affluent consumers in the Austin area, located approximately 3 hours away. The client needed a strategic digital advertising approach to increase brand awareness and website traffic from this specific geographic market.

Solution

Contemporary Communications developed a targeted three-month programmatic advertising campaign with the following components:

Geographic Targeting

  • Precisely targeted the most affluent zip codes in the Austin area including:
    • 78703 (Tarrytown/Clarksville) – Median household income: $162,132
    • 78701 (Downtown Austin) – Median household income: $151,920
    • 78759 (Great Hills/Arboretum) – Median household income: $123,046
    • 78746 (Rollingwood/West Lake Hills) – Median household income: $151,488
    • Additional affluent neighborhoods throughout the Austin metropolitan area

Multi-Channel Approach

  • Connected TV (CTV) advertising to reach viewers during premium content viewing
  • Display advertising across relevant websites frequented by the target demographic
  • First-party list targeting to reach the client’s best existing customers

Creative Strategy

  • Sophisticated visual content highlighting the resort’s luxury accommodations
  • Emphasis on the property’s proximity to Austin as an accessible weekend getaway
  • Messaging focused on exclusive experiences and amenities

Results

The three-month campaign delivered exceptional results:

Impressive Reach and Engagement

  • 751,000 total impressions delivered to the target audience
  • 766 unique users visited the resort’s website after viewing the advertisements

Significant Traffic Increase

  • 84.76% increase in website traffic from the Austin area
  • Substantial growth in first-time visitors from the targeted zip codes

Business Impact

  • Over 100% increase in bookings from Austin zip codes compared to the previous year
  • Noticeable shift in guest demographics with significantly more Austin-based visitors
  • Higher awareness of the resort among the Austin luxury travel market
  • Strong foundation for continued marketing efforts in this geographic area

This case study demonstrates Contemporary Communications’ ability to develop and execute highly targeted digital advertising campaigns that deliver measurable results. By focusing on specific geographic areas and utilizing multiple digital channels, we successfully expanded our client’s market reach and significantly increased their visibility among affluent consumers in a previously untapped market. Most importantly, the campaign translated directly to business growth with a doubling of bookings from the target region.