🏆 Success Story: How We Helped a National Travel Festival Drive Thousands of Attendees with a Digital Strategy

JCB MARKETING & INNOVATION
Mar 26
2 min read

In 2023, a major event organizer in Mexico's tourism industry aimed to boost attendance at a large-scale travel and adventure festival, bringing together tourism providers and travel enthusiasts. Their main challenge: increase brand awareness and drive attendee registrations through digital channels within a tight timeframe.

Before partnering with us, the client:

Had no integrated digital strategy for mass outreach.
Lacked audience segmentation or conversion tracking tools.
Had no optimized content or active ad campaigns on social media or Google.

JCB Marketing & Innovation’s Solution

We designed and executed a comprehensive digital strategy based on three pillars:

1. Multi-Platform Paid Campaigns

We launched ad campaigns on:

Facebook and Instagram Ads using behavioral and geographic segmentation (frequent travelers, ecotourism, vacationers in key cities like CDMX, Monterrey, Guadalajara).
Google Ads, with conversion-driven search and display campaigns directing users to the event ticketing website.
LinkedIn Ads to reach decision-makers and travel planners.

🔁 Conversion pixels and tags were implemented for precise tracking.🎯 Custom graphics were created specifically for ads (distinct from organic content).📊 Weekly reports allowed for real-time budget optimization.

2. Organic Content & Social Positioning

We created a strategic content calendar, including:

15 to 20 posts per month aligned with the festival's offerings.
Use of trending hashtags and SEO-friendly keywords.
Performance tracking through digital analytics tools.

3. Advanced Targeting & Performance Marketing

Key success drivers included:

Building custom and lookalike audiences from interest-based lists.
Full-funnel campaign structure: awareness, consideration, conversion, and loyalty.
A/B testing across visuals and messaging to improve CTR and lead generation.

📈 Results

In just 8 weeks, the campaign achieved:

🚀 2.2+ million impressions through targeted reach campaigns
👥 17,000+ clicks to the ticketing website
📝 Thousands of confirmed registrations for the event
💰 42% lower cost per lead compared to industry benchmarks
📲 Significant growth in organic engagement and followers on the client’s social platforms

This project clearly demonstrates that with the right strategy, performance-based digital marketing can deliver real, measurable results for large events—even with tight deadlines.

By aligning content, advertising, targeting, and analytics into one optimized digital ecosystem, we helped make this event a success.