Adrian Awards 2018
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Situational Analysis
The story of Seattle often gets pigeonholed around stereotypical activities and descriptions of the city – namely rain, coffee, a fish market and the Space Needle. Yet, this is a city with depth and texture. It’s a city with stories and soul that can have a transformative effect on you – whether you visit or happen to live here. In fact, one truth that has come up time and again, is that people who have really experienced the city can share the true depth and texture of this city better than anyone. They carry love for it, often as their home, they know it and connect to the city deeply. We wanted to use that to connect more people to what makes this city special. And we wanted to use a high-profile Seattleite that could create talk value and engagement to make our story stick. We saw the opportunity to expand our entertainment-based content approach by creating a film that could celebrate a person’s connection to the city.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Our objectives remained simple: 1. Share more of Seattle’s story by driving viewership of this video on on YouTube. 2. Drive engagement around the city’s story, as demonstrated by watch time of the video. 3. Drive sharing and comments of the video to expand our reach. Ultimately, these behaviors could lead to filling more rooms, more often: the true indicator of our success.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Advenculturists, as they are affectionately named, are adventurous, creative, optimistic, and forward-thinking. Located across the country, largely in urban cores, they’re avid travelers, but traditional travel destinations aren’t for them. They want genuine, rich, and deep experiences. For them, travel (and life) is about truly exploring stories – of people, cultures, local traditions, and rituals. Regardless of how long their stay is, they want to uncover the story of a city. And then they want to share it with others. They are drawn to destinations and experiences that offer a mash-up of outdoor adventure and cultural exploration that activates their intellectual, artistic, and athletic interests. Essentially, exactly what Seattle offers. More than anything, this is an audience whose real thrill lies in anything that’s intellectually stimulating. This was a truth that almost seemed too obvious when it came to travel and the exploration and learning that naturally follows. What ma
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
It’s no secret that the music scene has birthed some of Seattle’s biggest stories. And one of the main characters has been Nirvana. While much has been told about Kurt Cobain and the band, one of the biggest personalities from Nirvana who isn’t always keen to talk in public is former drummer and current Foo Fighters front man, Dave Grohl. Dave has a very deep connection with Seattle and credits the city with shaping who he is. We had to share his story. In partnership with SundanceTV, we collaborated to have a sit down documentary style discussion with Dave Grohl. His story became his own #LoveLetterToSeattle. And it celebrated his history here and how he experienced many of his “firsts” here - from fame to love. We launched his film online at and From there, it took on a life of its own.
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Seattle is a city that sticks with you and has a transformative effect on you no matter how much time you spend here, much like it did for Dave Grohl.
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.
How I Ended Up in Seattle garnered 700,000 views in 2 months, with over 30% being driven organically. Dave’s story also gained nearly 2 million minutes of watch time. That’s over 22 straight days of “tuned-in” engagement. In addition, the earned media and social spread from this film exceeded expectations. It was shared over 1500 times from YouTube alone and has been embedded in over 1,000 other playlists. Dave’s film was written up everywhere from Billboard Magazine and Spin to The Seattle Times and AFAR. The focus on content overall helped drive a record high business year for Visit Seattle, achieving record visitor numbers (+3.9% from year prior) and record occupancy of 84.2%.
Entry Title
Dear Seattle - Dave Grohl
Digital Marketing
Digital Single Item
Entry Award: