Adrian Awards 2020
Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?
As COVID-19 travel restrictions started to ease, we knew it would be critical to support tourism businesses across the state that had been crippled during the pandemic by encouraging residents and, eventually, visitors to support them. But how do you ask people to travel at a time when most feel unsafe doing so? By studying research showing what types of trips consumers would feel comfortable taking first, then crafting a campaign that would resonate with audiences most likely to take those trips. That research, not surprisingly, made an overwhelming case that in-state travel would be the first to resume, with residents looking for road trips, safe outdoor activities and uncrowded areas where they could escape their cooped-up lives back home while also remaining socially distant. Our primary audience for this effort would be in-state residents ages 25-64 who were more prone to family travel, with a special emphasis on the 25-40 age group possessing an affinity for outdoor adventures and road trips. We also wanted to instill in residents a sense of duty and pride to get out and explore the place they call home, to not only support businesses in need now but also develop deeper engagement and loyalty that would pay off in years to come. To ensure this campaign generated quantifiable results for both the state’s image as a whole and our thousands of small tourism businesses, we developed specific objectives across multiple categories. Our overarching goal was to increase in-state travel, which we would track through Arrivalist. We also would look at Key Performance Indicators like website traffic, landing page rates, time on site and audio/video completion rates to measure interest in future trip-planning and travel. With this campaign competing with a divisive upcoming election and continued social unrest dominating public attention, we also knew we had to find ways to navigate through a crowded marketplace to make an impression.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Besides striking visual content, a simple-yet-powerful message that nailed our sentiment – that you don’t have to travel far to truly get away – was critical. Outdoor areas offering safe social connections? Kentucky IS that place, offering spaces that help us relax the mind, soothe the soul, reconnect and, yes, escape the worries of an uncertain world. So we developed creative that invited residents to experience them. Safely. Our takeaway was clear: In Kentucky, you don’t have to travel far to be transported a world away. The Bluegrass State is full of surprises, even to those who call it home. In other words … Stay Close. Go Far. And boy did that message resonate! We blew our KPI benchmarks out of the water and have already seen a great impact on arrivals. Paid Media Results • 35,336,403 total impressions • 62,319 landing page views from paid social/SEM • 241,896 site visits • Average 0.77% landing rate for paid digital media, not including social and SEM (benchmark: 0.12%) • 87% video completion rate (benchmark: 78%) Cost-Per-Land • SEM: $2.23 (benchmark: $2.50) • Social: $0.52 (benchmark: $1) • Other paid media: $1.52 (benchmark: $2) Video poll and awareness ads on social alone generated more than 40,000 sessions, and social conversion ads drove 3,663 new email subscribers and 1,530 guide requests. SEM saw an average 2.89 pages-per-session. A Nielsen study found that 5% more of respondents who were exposed to this campaign said they “definitely will” or “probably will” vacation in Kentucky in the next six months, versus respondents not exposed to the campaign. Best of all, data from Arrivalist – a platform that tracks visitation attributed to specific ads – showed this campaign has influenced 8,929 actual visits so far. We are most proud of that last number. Driving ACTUAL visitation and spending could not be more important in the current climate, where the tourism industry and local economies have been hard hit.
Entry Title
“Stay Close, Go Far” Campaign
Recovery Strategies - Recovery Strategies
Recovery Strategies
Entry Award:
Gold BP