Greenwood Ready to Ride Campaign

OVERVIEW

During the 2020 travel season, Discover Greenwood needed a tourism campaign to promote tourism within a driver market radius. The 2020 travel season saw a substantial decline due to safety and travel restrictions from the Covid-19 pandemic. My team was challenged in providing a resource for people to embrace the dream now, plan for later approach on larger vacations to still provide them a close-to-home alternative. We aimed to provide a travel experience that felt safe and welcoming.

Through trip itineraries, influencer activations, and paid media, the Ready to Ride campaign encouraged safe, close-to-home road trip adventures. Itineraries and media included market-specific targeting and messaging to six surrounding cities nearest to Greenwood.

ROLE

Designed the branding for the campaign, created illustrated maps and icons, and designed and developed the microsite. I also created the layouts for the social and digital advertising.

RESULTS

Delivering tailored content to each city proved to be an effective tactic for capturing users' attention, increasing traffic to the Greenwood site up 27% and increasing average time on site. A large portion of the traffic was attributed to display which saw a 523% increase in users. Facebook saw nearly double the post engagement clicks and a 63% increase in daily impressions. Instagra saw a 48% increase in average daily reach and overall, the audience across all social channels saw a 6% increase.