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.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:https://www.visitseattle.org/tv/videos/sailing-the-sound/

URL #2:

URL #3:

DivisionAdvertising

Sub-categoryAdvertising Campaign

CategoryGlobal

Entry TitleSeattle First Takes: International

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisOverseas 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.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?