Re-aligning Strategy to Meet Changing Visitor Sentiment

How this Case Study may be relevant to you: This is an example of strategy and a deep understanding of the changing visitor landscape. The marketing campaign reached target audiences in New England and other nearby drive destinations to engage with events, purchase tickets, enjoy virtual workshops and plan a future trip to a cultural…

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Growing a Craft Beer Audience During the Pandemic with Entertaining Content, Creative Contest & Digital Campaigns

Growing a Craft Beer Audience During the Pandemic with Entertaining Content, Creative Contest & Digital Campaigns

How this Case Study may be relevant to you: This marketing campaign required creative problem solving to identify result-driving tactics that would grow awareness and future visitation within time and marketing constraints. We helped Red Shed Brewery increase awareness among target audiences – with web traffic up 270%, email subscribers up 108% and social media…

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Seasonal Trail uses Gamification to Augment Visitation with New Virtual Experience

How this Case Study may be relevant to you: This annual campaign required creative problem solving to develop a touchless virtual component to encourage visitation and engagement. It involved development of a gamification strategy from concept through execution. We helped Wayne County turn their paper-and-stamp brochure into an app that saw over 8,000 unique visitors and…

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Strategic integrated marketing campaign leads to high economic impact in 2020

How this Case Study may be relevant to you: ​This example of work illustrates our strengths in strategic planning and the tool we developed to help destinations plan for strategic recovery during the pandemic. It also demonstrates how we executed an integrated, short-term campaign. We drove strong results in a very short period, using a…

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Taking Charge of a Shoulder Season to Reposition Winter for Locals & Visitors

How this Case Study may be relevant to you: This campaign used the PESO model to develop a holistic approach to marketing, driving visitation and hotel occupancy within a destination. We earned 5.61 million media impressions in just four months, created video content that received 18,038 YouTube views, and 52,036 Facebook views. The campaign was covered…

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Creating Year-Round Demand with Storytelling & Strategy

How this Case Study may be relevant to you: The Haunted History Trail is a shining example of a multi-stakeholder project, as it is a state-wide initiative with over 30 county participants and 85 individual locations, managed by Genesee County Tourism Marketing Director Kelly Rapone. In the 2017-18 season we earned 178 million media impressions. 64% of…

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Facebook Advertising Brings Demand for Travel Packages

How this Case Study may be relevant to you: This campaign deals in advertising campaigns that speak to several distinct target audiences and changing creative to keep ads fresh for those audiences. Genesee County is on the leading edge of digital marketing trends, and Tourism Marketing Director Kelly Rapone is focused on making the best use…

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