CHATTANOOGA CONVENTION & VISITORS BUREAU BRAND CAMPAIGN
OBJECTIVE: Capture the indescribable uniqueness and feel of Chattanooga.
The Johnson Group developed four concepts that were tested against 12,000 potential visitors online. Any concept scoring over 110 was deemed by the research company as a hit. So we knew concept TS1 should be a homerun!
The video was used in a mobile campaign segmented by high-value visitor groups.
The segments were also targeted contextually online.
Print ads using the same photographic technique were placed in targeted publications.
RESULTS: Economic impact increased from $750 million to $900 million.
Increases
- CVB website traffic increased by 3.4% YOY
- CVB unique visitor traffic increased by 2% YOY
- Clickthrough rate increased by 5% YOY
- Requests for information (visitors guide, email signup and visiting the accommodations page) increased 55%
- Editorial placement reached 37,400,000+ consumers
Decreases
- Cost per click decreased 5.4% YOY
- Cost per requests for information decreased 75% YOY