Relax, We’ve Got It Campaign
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.
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.
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.
