Luxury lodge and resort on 9,000 acres of Texas countryside — approximately 90 minutes from Dallas-Fort Worth
Expand market reach from the established DFW base to affluent consumers in the Austin market (~3 hours away)
Connected TV (CTV), Programmatic Display, First-Party List Targeting
Three months
The Challenge
The resort had built a strong customer base within the Dallas-Fort Worth area, but identified a significant opportunity in the Austin market. Affluent Austin residents looking for a weekend escape were largely unaware the property existed — even though it was only a three-hour drive. The client needed a strategic digital approach to increase brand awareness and drive website traffic specifically from this geographic market.
The Strategy
Precision Geographic Targeting
Rather than broad Austin area targeting, we went zip-code level — focusing exclusively on the most affluent neighborhoods where the target demographic actually lived:
- 78703 (Tarrytown/Clarksville) — Median household income: $162,132
- 78701 (Downtown Austin) — Median household income: $151,920
- 78746 (Rollingwood/West Lake Hills) — Median household income: $151,488
- 78759 (Great Hills/Arboretum) — Median household income: $123,046
- Additional affluent neighborhoods throughout the Austin metropolitan area
This wasn't shotgun targeting. Every impression was delivered to someone who fit the financial profile of the resort's ideal guest.
Multi-Channel Approach
We ran the campaign across three complementary channels to reach the target audience across multiple touchpoints:
- Connected TV (CTV) — Reaching viewers during premium content viewing, when attention is high and the full-screen format showcases the property's visual appeal at its best.
- Programmatic Display — Delivered across relevant websites frequented by the target demographic, maintaining brand presence throughout the browsing day.
- First-Party List Targeting — Using the client's existing customer data to reach their best customers with personalized messaging, and to build lookalike audiences in the Austin market.
Creative Strategy
The creative emphasized what Austin residents needed to hear: this wasn't just a beautiful resort — it was accessible. Messaging focused on the property's proximity to Austin as a weekend getaway, highlighting exclusive experiences, gourmet dining, horseback riding, fishing, shooting sports, and zip-lining on 9,000 acres of scenic Texas countryside.
Every impression was delivered to someone who fit the financial profile of the resort's ideal guest.
The Results
Beyond the numbers: 766 unique users visited the resort's website directly after viewing the advertisements. There was a noticeable shift in guest demographics, with significantly more Austin-based visitors arriving at the property. The campaign established a strong foundation for continued marketing efforts in this geographic area — and proved the concept that precise targeting in a new market can drive real, measurable business growth.
The Takeaway
This campaign demonstrates what's possible when geographic targeting is done with precision rather than assumption. By going zip-code level and focusing only on households that matched the resort's ideal guest profile, we avoided wasting budget on broad awareness and instead drove results that showed up directly in the bookings ledger.
The multi-channel approach — CTV for high-impact brand moments, display for consistent presence, first-party data for efficiency — created a campaign that worked across the entire customer journey, from first impression to website visit to reservation.