Paid placements that work.
To help Visit Augusta attract visitors to its diverse, culturally rich city, we drafted a comprehensive paid media plan through digital ads, as well as far-reaching regional print publications. Visit Augusta partners with many local nonprofit organizations—from museums to parks—and highlights the many offerings the city has for visitors.
In preparation, we refined our targeting to a mix of Visit Augusta's current and desired visitor profile: Travel-minded millennials and Baby Boomers with the available time and income within a 250 mile radius of the city, skewed slightly toward women and partners.
We initiated our wide encompassing campaign in early 2016 with Google Ad Network and Facebook ads, and began working directly with outlets such as Atlanta Magazine, Southbound Magazine and Explore Georgia for inclusion in both print and e-newsletter placements.
By year's end, Facebook ads had generated more than 4 million impressions, 60 thousand link clicks and assisted in a 24 percent increase in followers. Display, pre-roll, SEM and e-newsletter placements totaled more than 7 million impressions and 170 thousand clicks for the CVB and its co-op partners. Traffic to Visit Augusta's website increased greatly with paid placements nearly doubling the total number of new users on the year.