Apr
16

Case Study: Discover Atlanta

Orange142 partners with the Atlanta Convention & Visitors Bureau to execute digital media and marketing initiatives designed to position Atlanta as one of the top destinations for leisure and meetings tourism in the United States.

The expansive partnership includes a variety of media services including Native, Display, Video Advertising, Retargeting and more. Strategies include partner CO-OPs that promote some of the top attractions and venues in the city, drive engagement and incorporate media campaigns designed to change the perceptions of Atlanta and position the city as one of the premier arts, culture, and culinary hot spots of the country!

Client: Discover Atlanta

Run Dates: January to December 2018 (and on-going)

TARGET AUDIENCE

  1. “Creative Class” – Arti, Music & Food Enthusiasts
  2. Likely Leisure Travelers savvy travelers who would be drawn to Atlanta for its great shopping, traditional events and hip urban vibe
  3. Meeting Planners

TARGET GEOGRAPHY

  1. Culture Hubs: Nashville, Memphis, Ashville, Charleston, Charlotte, Miami, Alexandria & Virginia Beach (Urban Metro Areas)
  2. Drive Market: 400 mile drive market; key SE states – AL, FL, GA, SC, NC, & TN

TOTAL
IMPRESSIONS
SERVED

17,585,319

TOTAL
CLICKS TO
WEBSITE

263,911

AVERAGE
CLICK THROUGH
RATE

1.50% (0.08% industry average for travel & tourism)

VIDEO
VIEWS

697,502

AVERAGE
EMAIL OPEN
RATE

22.57% (14.05% industry average for travel & tourism)

DIGITAL SOLUTIONS:

Display & Retargeting
Video Advertising
YouTube Advertising
Email Advertising
Paid Search
Creative Strategy & Design
Marketing Strategy
Brand Development
Atlanta Skyline
Atlanta Music
Georgia State Aquarium
Atlanta Art

GOOGLE ANALYTICS PERFORMANCE

New Users: 144,469
Average Bounce Rate: 62.45%
Average Session Duration: 1 Minute 25 Seconds

“What makes Orange142 unique aside from their deep institutional knowledge regarding our business, is their willingness to be a true partner, not just a vendor. They are always there in times of need, and proactively get the job done without us having to worry about scopes, hours, and billing details. We operate in a mutual environment of trust. They understand the significance of our challenges and the impact that the solutions we develop will have on our business.”

– Andrew Wilson
Executive Vice President & Chief Marketing Officer

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