Relax, We’ve Got It Campaign

Client :Rutherford County CVB

The Rutherford CVB needed a better understanding of their post-pandemic visitors, perceptions about the destination and how to best promote the variety of experiences that can be had across their county to target audiences.

Insight

As the Agency of Record for Rutherford CVB since early 2021, Designsensory has grown familiar with many of the experiences offered to visitors across the county and created a new website as a marketing homebase for visitors and event planners. However, they had no updated visitor data to inform campaign strategies and recommendations. Since 2016, this Middle Tennessee county located southeast of Nashville, has led the state with the largest annual population increases every year. In 2022, it added an estimated 9,417 new residents, which is a 2.7 percent one-year increase.

Approach

Designsensory started the process by activating our intelligence group, creating a Mosaic Visitor Profile and Perception Study and taking an in-depth, full-day familiarization tour of the county. With data collected from this study and notes from the familiarization tour, the creative team concepted and implemented the “Relax, We’ve Got It” campaign to relay all the ways Rutherford County checks a visitor’s travel boxes. To bring the campaign to life, we began with a 2-day photo and video county-wide production using influencers as talent and created a library of motion and static ads for paid placement, populating the custom campaign landing page on the client’s website, and blogs.

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Increase in Website Traffic
Vertical Reel & Asset Library
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The people who made it happen.
  • Chris Cable
    VP, Creative
  • Mary Blair
    Senior Director of Client Growth & Services
  • Shianne Warner
    Social Media Specialist
  • Lisa Schweikert
    Motion Designer
  • Susan Hamilton
    Senior Copywriter
  • Jacqueline Juneau
    Graphic Designer
  • Jessica Thompson
    Associate Media Director
  • Yojna Katre
    Media Planner/Buyer
  • Stephan Zerambo
    VP Interactive
  • Colby Johnson
    Technical Developer
  • Allie Torres-Lopez
    UX Designer
  • Courtney Borgers
    Content Architect
  • Brad Carpenter
    VP, Engagement Marketing
  • Bonnie Adams
    Influencer and Experiential Manager
  • Jenna Anderson
    Project Manager
  • Hunter W. Foster
    VP, Media & Communications