Best Travel Online Campaign

The Atlanta summer campaign promoted key Atlanta attractions and experiences for family travel in order to drive awareness and visitation, while also driving traffic to co-op advertising partners. The primary audience consisted of families, particularly moms with kids, ages 25-54 mainly in Southeastern drive markets and with preferences in family travel, attractions and dining. The media plan included outbound email, paid search marketing, behavioral targeted display advertising on Turner and Scripps networks and TripAdvisor, plus social media.

Under the headline of “What Reconnects You,” the campaign promoted family fun and connectivity through Atlanta travel experiences. A major component of this campaign was the Find it Friday contest featured weekly on Facebook and Twitter, which created an avenue for consumers to engage directly with key attraction and hotel co-op partners. The campaign creative consisted of landing pages featuring attractions, hotels and itineraries, the Find it Friday contest pages, outbound email and banners. The contest featured a weekly image for consumers to guess the location and trivia, then revealing the answer, with referring links to partners.

The campaign generated nearly 12 million impressions, 96,000 clicks across all campaign elements with notable open rate of 54% and 10.6% click through rates for email. Of the 33,000 clicks driven directly to co-op partners, 35% were attributed directly from email. Social media engagement performed exceptionally well, with over 15,000 new fans gained during the campaign, nearly 600 comments and likes on contest posts, and almost 24,000 page views generated.

Contributors:

Andrew Wilson:	Senior Vice President Atlanta.net, ACVB
Jo Ann Haden-Miller:	Director, Consumer Markets ACVB
Sheretha Bell:	Director, Content & Creative ACVB
Lily Leiva:	Senior Account Director
Cliff Ward:	Chief Creative Officer
Gilbert Cantu:	Graphic Designer
Jay Posten:	Developer
Ross Ramon:	Vice President, Media
Amanda Flournoy:	Digital Media Account Manager
Erica Hernandez:	Traffic Manager

USDM.NET

Location: USA