Outstanding Integrated Ad Campaign

The campaign had three goals: (1) Boost destination awareness, (2) maximize engagement and (3) drive action, ultimately increasing visitation to Loudoun County. Navigating a turbulent pandemic landscape was an unforeseen challenge.

We needed to raise awareness of DC’s Wine Country® and its artisanal, epicurean and cultural experiences. To align with Visit Loudoun’s strategic plan, we covered the variety of offerings in a cohesive way. The “perfect pairings” concept fused the county’s two sides, from the rural farmland and vineyards in the west to the shopping and entertainment in the east. To maximize engagement, messaging was tailored to key target audiences, focusing on drive markets and core destination themes. Our media strategy defined the most effective channels. To drive action, we used eye-catching creative and clear calls to action with the tagline “branch out.” This evoked the idea of trying something new and different, which proved to be in tune with consumer sentiment.

“Branch Out” represents the most integrated and impactful ad campaign Visit Loudoun has ever launched. Results include:

o Average CTR of 0.15%, over double the industry average
o Average cost per engagement of $7.65, well below our initial benchmark of $10
o Generated 4,841 Signals of Intent to Travel at a Cost per SIT of $14.89
o Email open rate of 30%, 2x the industry average

Contributors:

President & CEO, Visit Loudoun:	Beth Erickson
Director of Marketing, Visit Loudoun:	Jennifer Christie
Vice President, Miles Partnership:	Lauren Bourgoing
Account Supervisor, Miles Partnership:	Lauryn Peterson
Associate Creative Director, Miles Partnership:	Rebecca Jones
Senior Content Director, Miles Partnership:	Melissa Bartalos
Associate Media Director, Miles Partnership:	Christine Johnson

MILES PARTNERSHIP

Website: www.milespartnership.com

Location: USA

About the Agency:

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.