Best Events Online Campaign

To spark tourism to Atlanta during the spring season and to drive traffic to co-op partners, ACVB and USDM.net highlighted Atlanta’s top festivals, while also promoting co-op partners to target audiences. These audiences consisted primarily of upscale young professionals (25-34) with a HHI over $75K and upscale empty nesters (45+) with a HHI over $85K.

The campaign creative consisted of landing pages featuring top festivals and co-op partners, email, banners and a print ad. The media plan consisted of outbound email, paid search engine marketing, and display advertising on Yahoo travel, Scripps network, Trip Advisor and Air Tran. In addition, the campaign integrated social media marketing by promoting key festivals and events on Facebook and Twitter to prompt consumer engagement with the content. Print advertising highlighting Atlanta festivals also ran on Air Tran Go magazine to complement the online media.

This 3 month campaign generated 13 million impressions and 76,000 clicks across all campaign elements with strong click through rates including 3.34% for some of the display placements, to 10.45 for outbound email. Co-op partners received over 12,000 clicks directly to their sites while festival content and individual festivals received over 36,000 clicks, demonstrating consumer interest for these events. On social media, Facebook likes increased by nearly 12,000 while Twitter followers increased by 1,160, with nearly 17,000 page views generated as a result.

Contributors:

Andrew Wilson:	Senior Vice President, Atlanta.net, ACVB
Jo Ann Haden-Miller:	Director, Consumer Marketing, ACVB
Sheretha Bell:	Director, Content & Creative, ACVB
Lily Leiva:	Senior Account Director
Cliff Ward:	Chief Creative Officer
Gilbert Cantu:	Graphic Designer
Jay Posten:	Developer
Ross Ramon:	Vice President, Media
Amanda Flournoy:	Digital Media Account Manager
Erica Hernandez:	Traffic Manager

USDM.NET

Location: USA