Challenge

Chattanooga is gifted with scenic beauty and a downtown bustling with local shops, restaurants, outdoor activities and people. However, this is also the status quo for many popular and better-known cities in the Appalachian and Smoky Mountain region, including Charleston, Savannah, Nashville and Asheville—all within an easy drive of millions of tourists.

Strategy

The Chattanooga Convention & Visitors Bureau’s task was to showcase the scenery and activities that are so attractive to visitors, but in a way that was distinctly Chattanooga.

By testing brand positions and subsequent creative executions against an online sample of nearly 12,000 potential tourists, we developed what is the most tested, successful and highly awarded campaign in Chattanooga history.

Results

Six years of steady increases in overnight visitation and record-breaking hotel room tax revenues.