Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Almost Heaven. West Virginia has a reputation as one of the best destinations for outdoor enthusiasts, with its picturesque landscapes, breathtaking views, and over 1,500 miles of world-class hiking trails. However, not enough people knew about it, and the state wanted to ensure everyone can enjoy the beauty of its wilderness and bring awareness of our brand to new audiences.
We started by searching for the right partner – one with a similar mission, the ability to help people easily find the perfect trails for their skill level, and the scale to create awareness quickly. Enter AllTrails – the most recognized trail mapping app with 45 million members, advanced trail maps, reviews, and photos.
This first-of-its-kind partnership between a destination marketing organization and AllTrails would encourage people to get out onto the trails, offering a free 1-year AllTrails Pro subscription (now Alltrails+) to those committed to traveling to West Virginia in the fall.
GOALS
Raise awareness of the AllTrails app, increasing customer acquisition through subscription purchases
Encourage participation with West Virginia trails during fall, highlighting the state’s incredible foliage (September – October ’22)
Raise awareness and boost credibility of West Virginia as a world-class outdoor recreation destination
Drive travel to the state and participation in West Virginia trail systems
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)
24,000 Promo Codes Issues
12,000 Fully Redeemed Codes
1,100% Exceed Partner Goals
146,369,980+ Earned Media Impressions
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?
The success of this program was most notably measured by redemption codes, where the goal was exceeded by 1,100%. For the specific disciplines below, ROI is provided.
Public Relations ROI: $993,279.82 in advertising equivalency value
Influencer Program ROI: $3.1 million in earned media equivalency value as compiled by Klear, the leading influencer marketing platform owned by Meltwater
Division
Integrated Campaign - Content Marketing