With storied names such as President Woodrow Wilson and James Brown, and a laid-back Southern charm all its own, Augusta Convention & Visitors Bureau's vision was to capture the attention, and influence the tourism behaviors, of fresh-eyed generations. While the legendary greens of The Masters® at Augusta National conjure up tradition and drama, Augusta was poised to accent new traditions: its natural beauty, history, music and nightlife, and talent.
We blended its rich tradition with its desire for a creative tourism initiative. In our partnership with Augusta, we created a new ad campaign—from concepts and testing to campaign development, ad design and placement, photography, video and new web content.
For cooperative marketing, Designsensory helped Augusta identify travel audiences. We focused on millennials and boomers, and also focused efforts on localized travel via a secondary target group living within a 50-mile radius from downtown Augusta—reflecting residents of the larger Augusta River Region.
By calling out Augusta’s legendary hospitality, culinary creativity, outdoor adventure and inspiring art and music—through measured, targeted initiatives—the new campaign is gaining significant traction and conversions, including increased paid media and SEM via click-throughs and cost-per-clicks. We amplified efforts by refining Google paid search keywords, ad copy and imaging.
Augusta is a natural draw for meeting professionals, and we capitalized on the attraction through development of a tourism report and annual marketing plan.