Everyone talks about Billboard. Shall I show you the numbers?

Every operator knows the billboard effect: upstream visibility that, by increasing brand awareness, generates bookings later captured downstream by the property. Everyone takes it for granted, but observing and demonstrating it with data is a completely different matter. This presentation does exactly that, drawing on numerous insights gathered from Riva Verde Centro Vacanze: a property that has almost entirely eliminated its direct marketing and has nonetheless seen its revenue grow. Why? The answer lies in the numbers, and it overturns the way in which the return on every euro invested in visibility is measured.