Best town ever.
Most visitors ever.
Best town ever.
Most visitors ever.
CHALLENGE
For decades, Chattanooga has been a short-stay tourist destination for families from nearby feeder markets—Atlanta, Nashville, Knoxville, Birmingham and Hunstville.
The marketing of Chattanooga had been dominated by promotional, co-op advertising that featured several area attractions but lacked in an overall “Brand Position.”
The Johnson Group was tasked with developing and communicating a new Brand Position for Chattanooga.
STRATEGY
The Johnson Group worked closely with the CVB’s leadership to conduct and analyze research conducted against over 12,000 target households. Together, we positioned visiting Chattanooga’s as “a feeling that’s like no place else.”
Then, we developed a multimedia campaign featuring a totally new visual effect born in Australia called tilt-shift, coupled it with a custom song written by The Johnson Group and
placed it across all media channels.
RESULTS
“Book Now” Conversions at record high. (Thousands)
Hotel motel room tax collections have steadily increased each year since the campaign started.
TV
The Chattanooga “Take Me There” concept was tested against over 12,000 potential visitors. The concept featured a totally new visual effect born in Australia called tilt-shift. Coupled with
a custom song written by The Johnson Group, these stunning TV commercials nailed the “nothing like it” brand positioning and were key in increasing visitation to Chattanooga for the past 4 years.
The campaign launched with a 60-second TV spot.
CVB: “Dreaming”
With its signature stop-motion photography and original song, this national award-winning campaign depicts Chattanooga as a toy-like wonderland.
AAAA’s National ADDY Award for treatment
WEBSITE
The Johnson Group redesigned, optimized and programmed the CVB website to communicate the new positioning.
DIGITAL CAMPAIGN
The Johnson Group created a digital campaign that targeted high indexing market segments and placed specifically targeted ads against these segments.
Video pre-roll ads allowed the unique TV concept to be viewed online.
MOBILE CAMPAIGN
Since over 60% of potential visitors accessed our site via mobile, we delivered highly-targeted campaigns.
DIGITAL CAMPAIGN
Programmatic digital was placed against our key target demos.
PRINT ADS
The Johnson Group applied the tilt-shift concept to print ads as well.
SOCIAL MEDIA BRAND ADVOCACY
The Johnson Group created a unique social media advocacy campaign that used social word-of-mouth and increased reach by hundreds of thousands.
SAMPLE SOCIAL POSTS
Monthly Blog Traffic up 100% Year over Year
Conversions—Visitors Guide requests and email sign ups increased 43%
