parker whidby, digital content specialist for explore georgia€¦ · 19/10/2017  · a -93.1...

Parker Whidby, Digital Content Specialist for Explore Georgia

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DocinBlueRidge.Georgia

WHY #ExploreGeorgiaPup?

RESEARCH

A- 93.1mill ion

B- 25.6mill ion

C- 89.7mill ion@Sircharlesdoodle ontheChattahoocheeRiver

A- 93.1mill ion

B- 25.6mill ion

C- 89.7mill ion@Sircharlesdoodle ontheChattahoocheeRiver

A– 1in10

B- 2in15

C– 3in30Mike&IkeinSandySprings,Georgia

A– 1in10

B- 2in15

C– 3in30Mike&IkeinSandySprings,Georgia

A– 25%

B- 37%

C– 42%RiverinRome,Georgia

A– 25%

B- 37%

C– 42%@sparklesthediva inAlpharetta,Georgia

A– 15bil l ion

B- 30bil l ion

C– 40bil l ion@sparklesthediva inAlpharetta,Georgia

A– 15bil l ion

B- 30bil l ion

C– 40bil l ion@sparklesthediva inAlpharetta,Georgia

*That’smorethanpeoplespentonalcohol,bottledwaterandcoffee!

A– 22%

B– 33%

C– 44%@prada_in_training atJekyllIsland,Georgia

A– 22%

B– 33%

C– 44%@prada_in_training atJekyllIsland,Georgia

*¾ofAmericansintheir30sownadog!

GOAL: ToincreaseawarenessofGeorgia’spet-friendlytourismproducts&encouragevisitorstoexplorewiththeirpupsaroundthestate.

TARGETAUDIENCE:MillennialswithinGeorgia’sdrivemarket(AL,FL,NC,SC,TN,MS,KYandVA)

CREATIVE:3monthdigitalcampaignthatwillbecreatedin-houseinconjunctionwithourtourismpartnersaroundthestate

1. Howcanwemakethisasuccessfulcampaign?

2. Whatdopeoplesearchforwhentheyaregoingtobringtheirpetswiththemonvacation?

3. HowcanwecreatebrandloyaltyandencouragevisitorstotravelwiththeirpetstoGeorgia?

CONTENT CREATION – HOW?

1. Workedwithdoggie-influencers(like@Sheepish_addiepicturedhere!)

2. PartneredwithCVBs,GeorgiaStateParksandlocalpetcommunities

3. Builtrelationshipswithinfluencersandusedourcommunityoffollowersforcontent

ATLANTA SAVANNAH

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DocataGeorgiaOnMyMindDayinValdosta,Georgia14millionvisitorsannuallytotheVICs!

YOUR DOG DESERVES

A VACATION TOO

From the mountains to the coast, there is

something for everyone — including your furry

four-legged best friend — to explore in Georgia.

Visit www.exploregeorgia.org/pet-friendly for:

City Guides Outdoor Adventures

Events Bites & Brews

And more for you and your pup to enjoy!

Share

photo

s of your pups exploring Georgia by using #exploregeorgiapup.

Follo

w @ExploreGeorgia on social m

edia for more unique travel ideas throughout the state.

RESULTS

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#ExploreGeorgiaPup isallovertheUS!

PARKPETKITSWERESENTTO:• Colorado• California• Tennese• Florida• Virginia• Alabama

• SouthCarolina

14,000+visitorstothewebsitefromthecampaign

HuckatSweetwaterCreekStatePark

• 3,000+entriesandnewslettersign-ups

• Contestblogpostreceived5,000+pageviewswitha4-minutetimeonsite

• 1,129,802impressions

• 2.3%averageengagementrate

• 3,000+taggedphotos

• 9.6%averageengagementrate

• Fanscontinuetouseandengagewiththehashtag!

• 10,000+followthePet-friendlytravelinGeorgiaboard

• Continuetoupdatewithnewcontent

1. Getcreative,useeverytalentedpersononyourteamandshowoffyourbrand’spersonalitytocreateanawesomein-housesocialcampaign

2. Buildrelationshipswithyouronlinecommunity,fansandlocalinfluencers

3. Whenindoubt,alwaysuseanimals!HuckatSweetwaterCreekStatePark

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