By publicising the stories of local ambassadors, we were able to promote Greenwood’s tourism assets in a fresh and genuine way. Our first “Stories of Greenwood” campaign gave the residents a platform to share the best that Greenwood has to offer.
We created a microsite, storiesofgreenwood.com, to showcase videos of locals doing what they love and sharing their enthusiasm with others. The videos and accompanying blog posts helped promote contests for Greenwood getaways tailored to specific interests. The Stories of Greenwood campaign proved perfect for highlighting the Upstate community’s best assets.
The Stories of Greenwood campaign and contest is an example of an entire community coming together for the good of its town and citizens. Rather than pushing for an increase in tourism alone, the marketing organization (now called Discover Greenwood) teamed up with local restaurant and lodging owners, event planners, musicians, golfers, Lake Greenwood boaters, shops on Main Street and more. Most importantly, Discover Greenwood looked to its citizens for how best to tell its unique stories.
A trio of online getaway contests connected to the initial blogs offered time exploring the golf opportunities, lake life and the rich music scene, each with a local guide and plenty of excellent food. Custom landing pages, optimized with user interface testing, helped raise awareness of Greenwood’s many attractions, build a database of contacts for future marketing efforts and process requests for mail or online visitor guides.
The 2019 campaign highlighted lake life with jewelry designer and water lover Christina Shirley; the area’s rich music history with singer/songwriter Ashby Stokes; and golf with Ken Coffey, who initially moved to Greenwood in large part for the weather and great golf courses. These blogs generated just shy of 1,000 new leads.
This year’s story campaign has included history, culinary, the arts and accessible tourism. New stories have highlighted the Railroad Historical Center; the whimsical and spectacular topiaries and gardens of downtown Greenwood; and the Penguin Project at Greenwood Community Theatre. Other blogs have highlighted yet another way that Greenwood is unique, with stories of local artists, restaurants and businesses pulling together to support each other and their community as they struggled to succeed during a global pandemic.
Up next is a microsite offering itineraries for day and weekend travelers in our Ready to Ride campaign, which invites visitors to create their own unforgettable stories as they travel local roads.