National Park Hikes Up Purchase of Parking Permits Through Digital Campaign

How Digital Marketing Helped a Major National Park Drive Awareness of New Parking Pass RequirementsIntroductionA major U.S. National Park, more frequented than Yosemite, Yellowstone, and the Grand Canyon combined, faced a new challenge: effective communication of its updated parking policy to millions of visitors. Beginning March 1, all park visitors parking for more than 15 minutes would need a pass. To help them implement this crucial messaging, they turned to a comprehensive digital marketing strategy with Vici Media. Here’s how we helped drive awareness and action in this high-impact campaignStrategy: Digital Ads for Maximum Reach and AwarenessOur strategy focused on reaching both frequent park visitors and potential newcomers to ensure everyone was informed about the new parking pass requirement. We designed a multi-platform campaign using a combination of display ads, video ads, carousel ads, and Over-the-Top (OTT) ads on popular channels, including Facebook, Instagram, and targeted websitesAudience Targeting and Category FocusBecause this campaign was all about building awareness, we leveraged a range of audience targeting options to ensure our message resonated with the right people. Using a blend of Keywords, Artificial Intelligence, and Behavioral targeting, we focused on individuals who matched specific interests or behaviors that aligned with visiting the park. Categories included

• Outdoor Enthusiasts: Individuals interested in mountain and road biking, fitness, and hiking.
• Travel and Tourist Interests: Families planning vacations, travel enthusiasts, and those seeking tourist attractions.
• Keyword Strategy: Terms like “state parks,” “hiking outdoors,” “hiking areas near me,” and “walking” helped us reach people actively looking for outdoor recreation options, and likely to visit the park.

Results: High Engagement and Exceptional Return on Ad SpendThe campaign launched early in the year, allowing visitors time to familiarize themselves with the new parking pass system and make purchases in advance. Over the four-month campaign, the results far exceeded expectations

• Click-Through Rate: With a 0.38% CTR, the campaign performed over 5X better than the national average, showing the ad content’s effectiveness in engaging the target audience.
• Return on Ad Spend (ROAS): The campaign achieved a strong 8.2X ROAS, indicating significant return and engagement with the park’s message.

These results demonstrated that our targeted audience was highly engaged, informed about the new policy, and motivated to act. Visitors were able to seamlessly purchase daily, weekly, or annual passes, contributing to park revenue while supporting preservation effortsIf your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutionsFor more information, email support@vicimediainc.com