The Web Marketing Association is proud to present this 2022 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
EXPLORE GEORGIA, BLUE SKY AGENCY AND MILES PARTNERSHIP
EXPLORE YOUR GEORGIA: A DEMAND APPROACH TO DRIVING TOURISM RECOVERY
Best Travel Integrated Ad Campaign
We had to engage potential travelers at every stage of their journey, to fill the funnel and become an attractive destination in these unusual times. We had an opportunity to introduce Georgia to people who may not have considered it before, so top-of-mind awareness and consideration were key. And if we were really successful and consumer confidence allowed, we would see an impact on purchase indicators as well.
No one could predict what the year would bring for travel. And since the state of Georgia is familiar to most, but is not known for being a vacation destination, we relied on control studies and lift analysis to judge the effectiveness of our campaign, above and beyond the results we would have received without it. Those studies proved the campaign’s influence on Georgia tourism, and we found that despite unprecedented challenges and a highly competitive category, the campaign, which ran from May 3 - December 31, 2021, truly put Georgia on the map, surpassing state and industry benchmarks across the consumer journey:
● 94% overnight lift YoY based on more than 154K visitors tracked
● The campaign produced over 202M impressions from paid media with an average 0.22% conversion rate (LPV), growing in success from phase to phase.
● This resulted in record-breaking numbers with May, June, July, September & October reaching over 1M site visits, not only meeting benchmarked levels of engagement but surpassing performance YoY.
Contributors:
| Division Director, Explore Georgia: | Meggan Hood |
| Director, Tourism Consumer Marketing, Explore Georgia: | Regan Young |
| Website Content Manager, Explore Georgia: | Lindsay Issacs |
| Social Media Manager, Explore Georgia: | Parker Whidby |
| Domestic Marketing Manager, Explore Georgia: | Deja Preuitt |
| Account Supervisor, Blue Sky Agency: | Erin Stone |
| Associate Creative Director, Blue Sky Agency: | Phillip Jones |
| Associate Creative Director, Blue Sky Agency: | Matthew Richardson |
| Senior Vice President, Miles Partnership: | Laura Libby |
| Senior Media Planner, Miles Partnership: | Samantha Davis |
MILES PARTNERSHIP
Website: www.milespartnership.com
Location: USA
About the Agency:
Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.