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Explore Georgia
From Pitch to Catch: Explore Georgia’s Pandemic-Driven Marketing Evolution

RAN IN: United States

CLIENT
Georgia Department of Economic Development - Explore Georgia

AGENCY
Blue Sky Agency *Lead Agency



Miles Partnership *Lead Agency



SUMMARY

The pandemic forced Explore Georgia to re-evaluate its business model away from the typical peak travel season messaging, demographic-only target audiences, and regional media buys. By introducing traveler sentiment into our media and messaging decisions, we bucked the industry trend and actively encouraged travel to Georgia. The result? The highest Tax ROI on record at $18, a 293% year-over-year increase in the proportion of Georgia arrivals who were exposed to the campaign, and record-breaking engagement with e-newsletters and social posts.

CASE VIDEO


Medium Featured On Video: Branded Content – Editorial,Digital Mktg. – Display Ads,Digital Mktg. – Programmatic Display Ads,Digital Mktg. - Programmatic Video Ads,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Print - Magazine

Language: English