Launched in early June and initially targeting Albertans, our Expedia campaign continues to perform highly successfully, exceeding all expectations in terms of attributable revenue and room nights. The campaign has now been extended to BC, SK and most recently into ON after careful market monitoring indicated a rise in interest and intent. The average booking window for the campaign is under 14 days, and we expect this short booking window to extend into fall as uncertainty around travel continues. The campaign will run until the end of the year.
Search and paid social media campaigns that were launched in early June to an Albertan audience, have successfully driven leads to member listings. These “always-on” campaigns have now been extended to a nationwide audience, and have not experienced any negative sentiment, even among audiences where inter-provincial travel is not yet recommended.