St Helena

How do you prove performance when the usual data isn’t there? That was the central challenge for St. Helena, a small but sophisticated slice of Napa Valley. The destination was ready to grow awareness and drive visitation – but without access to hotel booking conversions, traditional ROI tracking wasn’t an option. And for a DMO (Destination Marketing Organization) accountable to its TID (Tourism Improvement District) hotel partners, simply hoping for the best wouldn’t cut it.

We launched a fully integrated paid media campaign across digital and traditional channels – designed to move the needle on three fronts: drive room nights, grow the email database, and elevate St. Helena’s refreshed “Like a Saint” campaign.

To solve for the lack of conversion data, we created a custom ROAS (Return on Ad Spend) model built around key engagement events. This allowed us to define success, track it in real time, and optimize as we went.

With media and brand strategy working hand-in-hand, we deployed creative that brought St. Helena’s unique charm to life. The ads featured clean, high-end visuals paired with sharp, memorable copy – equal parts aspirational and actionable.

• Paid media across social, display, Pinterest, and traditional channels
• Strategic partnerships to boost reach and database growth
• Custom tracking framework to tie media performance to estimated revenue
• Messaging built to inspire exploration and drive direct clicks to hotel partner sites

• +20% increase in website traffic YoY
• +207% growth in estimated booking events and partner hotel revenue
• 4,000 clicks generating $75,000+ in estimated revenue
• 3,900+ partner site clicks, delivering a 2,000%+ increase in estimated revenue
• Upward trend in event activity expected to continue
• ROI projections were conservative – actual revenue is expected to be even greater