How We Helped Bravo! Vail Meet Their Revenue Goal with Smarter Content Strategy

Meeting Goals in a Challenging Environment

Bravo! Vail, an international music festival with dozens of performances throughout Eagle County (and summer home to the world’s greatest musicians and orchestras), faced a difficult landscape this season. Bravo! Vail serves a lot of tourists to the Vail area–when tourism to the US is down, it impacts them.

Despite the headwinds, they met their revenue goal by embracing smart shifts in their digital advertising strategy. The outcome? Stronger results across both Meta and Google compared to the previous season.

Adding Creative Diversification on Meta

As we continue to see in both Meta’s educational materials and in the results themselves: “creative is the new targeting.” Recognizing this, we implemented three key changes: expanding the number of ads running simultaneously from two to three, extending campaign flights from one week to two weeks, and layering in one flexible ad for the entire campaign flight. These tweaks gave Meta’s machine learning more time to optimize performance, leading to stronger results.

To refresh Bravo! Vail’s Festival campaign, we really embraced creative diversification, and the campaign delivered more variety and maintained audience engagement throughout the season. This approach ensured fresher content, faster optimization, and considerably improved year-over-year purchases–and ROI kept pace despite an increase in spend.

Embracing the Power of PMax

At the same time, we revised Bravo! Vail’s Google approach, swapping Demand Gen for Performance Max. By leveraging the Paid Search + PMax “power pair,” we were able to unlock broader reach and improved conversions (for another power pair example, check out Omaha Symphony!).

Bravo! Vail’s reach was extended across multiple Google placements, including Search, Display, YouTube, and Gmail. The result was a higher-performing, more efficient campaign that complemented social efforts.

Takeaways

•  Small shifts in content strategy can generate outsized results
•  Meta optimization thrives on creative diversification and longer flights
•  Performance Max + Paid Search form a high-impact duo for driving conversions

Ready to Sophisticate Your Ad Strategy?

Bravo! Vail’s success shows how small but intentional refinements can unlock major gains. Let’s talk about how we can refresh your content strategy and drive performance across all channels.