Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our primary marketing goal was to capitalize on the rising enthusiasm surrounding the movie “Summer Camp,” which was filmed at Camp Pinnacle in Henderson County, North Carolina. By aligning our campaign with the nostalgic and cherished memories associated with summer camps, we aimed to encourage parents to extend their visit to Hendersonville after dropping off their children. We strove to create a campaign that would evoke the fondness of their own childhood camp experiences while showcasing the many reasons why Hendersonville is a perfect destination for families.
Through a multi-channel approach that included e-blasts, digital banners, and paid social media ads, our goal was to elevate Hendersonville as a go-to spot for a family getaway, highlighting local attractions, dining, and outdoor activities. By creating a sense of nostalgia and leveraging the familiar summer camp theme, we wanted to inspire parents to rediscover Hendersonville, increasing overnight stays, dining, and local event attendance.
Ultimately, the goal was to not only promote Hendersonville's charm but to build a long-lasting emotional connection that would lead to increased visitation throughout the year.
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)
We successfully achieved the primary goals of our campaign, capitalizing on the nostalgia surrounding the "Summer Camp" movie filmed at Camp Pinnacle and inspiring families to experience Hendersonville. Through strategic partnerships with DigDev, Atlas Obscura, and paid social media, we drove significant awareness and engagement.
Paid Social Results (5/29 - 6/21):
Impressions: 543,865
Post engagements: 10,106
Clicks: 21,730
CTR: 4.00% (surpassing Meta's benchmark CTR of 0.9%)
The high engagement rates on social media indicate that our messaging resonated with the target audience, successfully invoking nostalgia and interest in visiting Hendersonville.
Landing Page Performance:
The dedicated landing page ranked as the 3rd most visited page on the Henderson County TDA website for June, generating over 10,000 views—demonstrating a strong connection between our messaging and the audience's desire to learn more about Hendersonville.
Media Campaign Performance:
- DigDev eBlast & Retargeting Banners: The eBlast and banners collectively contributed to our strong digital presence, encouraging users to engage with our content across platforms.
- Atlas Obscura eNewsletter & Banners: The newsletter inclusion over-delivered by 116%, resulting in over 512,000 impressions (72,000 more than the initial goal).
- There were 2,008 clicks by the end of the campaign. The display ads also exceeded expectations, delivering 271% of the initial goal, with over 27,000 impressions, 17,000 more than expected.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Through this comprehensive and well-coordinated effort, we not only achieved but exceeded many of our original goals, driving increased engagement, impressions, and site traffic. Our calculated added value is over 60%, demonstrating the effectiveness of this campaign.
Entry Title
Hendersonville: Summer Camp
Division
Advertising - Brand Campaign