September 4, 2008
NEW YORK, September 4, 2008 – Beeby Clark+Meyler today announced that they have been named a finalist in the OMMA awards for Online Advertising Creativity in the Paid Search Marketing Category.
Beeby Clark+Meyler’s approach included a series of innovations applied to a pay-per-click campaign that drove significant results for their client Costa Cruises. Costa Cruises is the leading European cruise line, but has significantly lower brand recognition in the United States.
In addition to increasing bookings both online and offline, Costa and Beeby Clark+Meyler aimed to increase the company’s share of voice in paid search for branded and generic cruise-related queries. Beeby Clark+Meyler devised a strategy rooted in conversion tracking to justify every dollar spent. The web site was set up to generate unique 800 numbers for each search query, which enabled the tracking of offline conversions, making it easy to compare effectiveness on a cost-per-action basis.
The campaign generated a 1,300 percent increase in return on advertising spend based on the data obtained from call tracking and Costa earned a 40 percent share of voice in generic Mediterranean cruise terms on Google, almost twice the coverage of better-financed competitors.
"We are always honored when we receive recognition from our peers for our strategic acumen," said Michael Clark, Beeby Clark+Meyler’s Client Services Chief. "It is incredibly satisfying when this happens for a challenger brand, such as Costa Cruises, who is outspent so significantly in their category."
The OMMA Awards recognize outstanding performance by the brand marketers, agencies and content providers who continue to push the potential of online advertising creative.
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