Case Studies > Tourism > Alys Beach
Visit Prince William County Captures 875,000 Visitors
Across 45 days and 8 geoframes, from historic Manassas to two international airports, RMG captured 875,979 visitors, matched 82,967 to household profiles, and gave the DMO something new: proof of exactly who visits, from how far, and which events actually move the number.
Highlights
875,979 Visitors Captured
Total in-person visitors detected across the 45-day deployment
43,804 Emails Identified
A directly addressable re-engagement pool
82,967 Matched Profiles
Unique visitors matched to household-level demographic records
8 Geoframes Deployed
Towns, venues, and airports, separating destination travelers from daily commuters
Summary
Region
- Prince William County, Virginia
industry
- Tourism
Company size
- Small
rmg solutions
- Bullseye Geoframing
- SmartPiXL Visitor Identification
- Demographic & Interest Profiling
- Feeder Market Analysis
- Airport & Event Match Tracking
- Ideal Visitor Identification
about
Visit Prince William County markets a diverse destination outside Washington, D.C., featuring historic landmarks, premier shopping, world-class entertainment, and championship golf courses. In 2024, with a marquee international golf championship coming to the county, the DMO engaged RMG to answer the questions its analytics never could: who is physically here, who is a true visitor versus a commuter, and what does a major event actually do to the number?
Challenge
To maximize the efficiency of its regional and national marketing budgets, Visit PWC required definitive, data-backed insight into who was actually visiting the county. The organization was restricted by major data blind spots:
- Visit PWC needed to understand who was physically visiting Prince William County — not just who was clicking on digital ads — in order to make informed decisions about target audiences, messaging, and marketing investment.
- Standard digital analytics could not identify who attended the Solheim Cup, visited airport locations, or came from which origin markets, making it impossible to distinguish local residents from true destination visitors.
- The DMO lacked verified email and address data on the physical visitor pool — limiting the ability to execute targeted retention, re-engagement, and co-op marketing programs with hotel and retail partners.
- No mechanism existed to connect website visitors to real demographic profiles or to identify the highest-value prospective visitors for direct marketing.
strategy
RMG deployed Bullseye across 8 geoframes for 45 days, spanning Manassas, Gainesville, Haymarket, the county’s major amphitheater, a championship golf venue, and three airports—including Dulles International and Reagan National. Matched visitors were segmented into three tiers based on distance, which allowed each tier to receive a tailored messaging strategy, while airport frames were analyzed separately to distinguish true destination travelers from daily commuters. Concurrently, SmartPiXL ran on visitpwc.com, identifying website visitors and producing a monthly Ideal Customer list of high-income, email-verified prospects.
solution
To resolve these tracking challenges, RMG deployed a unified location-based and web-based data enrichment solution that uncovered the complete consumer footprint:
- RMG deployed Bullseye geoframing across 8 defined frames (Manassas, Gainesville, Haymarket, Dulles, Reagan, Manassas Regional Airport, Jiffy Lube Live, Jones Robert Trent Golf Club), capturing mobile ad IDs for all physically present visitors from August 15–September 30, 2024.
- Matched visitors were segmented into three geographic levels: Level 1 Local (within 30 miles), Level 2 Local (30–150 miles), and Level 3 Non-Local (150–300 miles) — enabling distinct messaging and re-engagement strategies by proximity tier.
- SmartPiXL was deployed on visitpwc.com beginning in October 2024, identifying website visitors by name, address, income, net worth, interests, and email — and producing a monthly Ideal Customer list of high-income, high-frequency visitors.
- Airport frames (Dulles, Reagan, Manassas Regional) were analyzed separately to distinguish true destination travelers from daily commuters, with Level 3+ home-state origin data revealing non-local visitor feeder markets.
results
By breaking down the database enrichment findings from the Bullseye and SmartPiXL deployments, RMG answered Visit PWC’s core visibility, tracking, and campaign challenges:
- Drive-Market Profile: Confirmed that 82% of physical visitors originate within a 150-mile drive radius (Level 1 & 2), representing a high-frequency, drivable audience well-suited for event promotions, seasonal campaigns, and dining/retail activations.
- Core Physical Visitor Persona: Defined the primary on-site traveler as a married, financially stable single-family homeowner aged 45–64, demonstrating a locally rooted audience highly predisposed to repeat visitation for events, dining, and recreation.
- Gateway Feeder Markets: Identified Dulles International as the primary long-haul gateway with a 45.7% non-local traveler share, pinpointing Florida, Texas, New York, North Carolina, and Ohio as top growth markets for future media spend.
- Low-Cost CRM Acquisition: Captured 43,804 verified visitor emails at an acquisition cost of $0.22 per name, providing a directly addressable re-engagement pool for future campaigns at exceptional cost efficiency.
- Event & Content Direct Attribution: Verified a sharp opening-day spike of 4,734 unique matched visitors for the Solheim Cup, while digital analytics tied high-intent web browsing directly to key local attractions like the Neabsco Creek Boardwalk.
Ready to Transform Your Marketing Performance?
Our experienced team is here to help you increase customer engagement, increase return on ad investment, enhance your marketing data, and get improved marketing performance.