Adrian Awards 2018
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Situational Analysis
Overseas tourism is the fastest-growing segment of Seattle’s tourism business. Visitation from outside the US has grown by 56% between 2012 and 2016 and 2017 added another 6% growth. And while those total traveler numbers may only comprise 7% of the all visitors to Seattle, they account for 16% of the total visitor expenditures in the city. Yet despite all that growth, according to Destination Analysts’ research, Seattle still hasn’t cracked the top 20 “most desired US destinations” or the top 10 in terms of familiarity. There’s a mystique about Seattle, but not known stories or reference points to be shared. We saw the opportunity to change that.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Our objectives were two-fold: • Drive increased international interest in the destination; as measured by website traffic from key international markets. • Drive increased engagement in the destination’s story; as measured by video views and watch time. Ultimately, these behaviors will contribute to a continued trajectory of Seattle brand building, familiarity and international tourism growth.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
We focused our efforts on strategically important international markets: • China and South Korea are our top two inbound markets. And younger travelers have a desire to explore the United States (and the world). We focused in on Millennials in both countries. • Japan is a culturally relevant international market and their average expenditure per visit is high. We also saw the potential with Millennials here as they are exploring more frequently and travel to the US, but not necessarily Seattle. • Nearly 50% of German travelers plan to visit the US in the next two years. And given many tof these travel decision makers are men, we focused in that audience as our area of opportunity. • The US remains the most preferred long-haul destination for French travelers, but that interest hasn’t necessarily converted to Seattle. Here, females are largely travel decision makers on trips to the USA so we wanted to connect with them.
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.
As this was our very first overseas consumer-driven effort, we wanted to paint a picture of accessibility and allure by delivering stories about unique Seattle experiences that could build both desire and demand for the destination based on shared interests of travelers from each country. We invited five first time travelers to Seattle into the city from these five different countries. From in-market visits, we knew key areas of interest that ignited desire for each country – whether the easy access to the outdoors and nature, the arts, the food, water, etc. Then we married those interests with the real interests of our travelers: one a designer, one a musician, others who just enjoyed being outside. We created custom itineraries for them and then let the city do the rest. This series captured their authentic and sensory reactions and experiences to Seattle for the first time.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Seattle is an easy-to-explore, but often hard-to-describe destination that will leave you wanting to return.
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.
Seattle First Takes: International has successfully led to increased interest in Seattle from our key markets Website traffic from each of our five markets has experienced tremendous growth vs. the same time period the year prior. • New users to the China site increased 1400% with a 17% increase in pages viewed per visit. • New users to the South Korea site increased 121%. • New users to the Japan site increased 30% with a 39% increase in time on page. • New users to the France Site increased 30% • New users to the German site increased 7% In countries where we used Facebook as a promotional lever, we saw our followings increase. South Korea experienced a 171% increase in followers and Germany garnered an 18% increase. In aggregate, the effort generated over 1 million views across the five countries combined.
Entry Title
Seattle First Takes: International
Division
Advertising
Sub-category
Advertising Campaign
Category
Global
Classification
Entry Award:
Gold