The Undiscovered America series was launched to promote under-the-radar and smaller travel markets, as well as add a content-rich piece to our marketing calendar. Our audience knows New York City, they’ve been to Orlando, Washington, DC, and other longtime tourist destinations, but what about Franklin, Tennessee, Traverse City, Michigan, or Madison, Wisconsin? These are the cities and towns across America waiting to be discovered – the Undiscovered America. Each message focuses on a new set of destinations.
The first message in the series had a “Discover the Best Eats in America” theme. There’s no better way to kick off a travel email series than appealing to taste buds. Animated GIF’s of flying food and a zipping car moved our audience along this culinary route of clever line drawings and delicious copy.
The bar at the top of each message highlighted that day’s deal and built anticipation among members while showing progression of the daily deals structure from Monday to Friday. The series’ overall booking/conversion rate was 54% higher than the historical average of national promos.
