Galena Jo Daviess County CVB

 

 

“Where” Marketing Campaign

Target Market/Audience: Primarily women ages 25-55

Family household income $75,000 with a concentration on the Chicagoland market

 

Purpose/Marketing Objectives:

  • Motivate audience to reconnect with Galena/ Jo Daviess County as a choice for travel again and again
  • Boost visits and unique visitors to the website
  • Increase general inquiries
  • Build visitor volume vs. 2013

 

We created the “Where” campaign to position Jo Daviess County/Galena as a destination whereyou can do everything you dream about and more.  Impactful, high-quality photography with professional models helps to paint a picture for potential visitors.  In order to motivate people to visit a destination, they need to be able to picture themselves doing the same activities they see in advertising.  The “Where” campaign did exactly that in addition to exceeding expectations for overall response, website traffic and hotel/motel tax revenue.  

A $1,000 get-a-way package was given away during each quarter of the campaign. 

 

The campaign kicked off in the winter of 2014 with the Grant museum ad. This was followed up by a winter romance campaign that highlighted skiing and other winter activities, a girlfriend getaway campaign that emphasized shopping and spas, an outdoor galore campaign that focused on the all the activities available to adventurers andoutdoor lovers alike, and a fall ambiance campaign that featured cozy dining establishments along with the lure of Galena’s 19th-century architecture and charm. The media strategy was completely refocused to target high income women who plan girlfriend trips and trips for the family. Efforts were focused on those that live in the Chicagoland area as well as some broader regional coverage.  In addition to somelimited print buys in Midwest Living, Chicago Magazine and a few other publications, the majority of the budget was invested in online media in order to deliver measurable results. This included:

 

  • Chicago Tribune online
  • Chicago SunTimes
  • TripAdvisor (including a special Galena Jo Daviess County splash page)
  • Chicago Magazine online
  • Adtegrity advertising network
  • Google Adwords
  • Chicago Magazine VIP eblasts

 

Impact/Results:

To measure the effectiveness of each campaign, we looked at several different measurements that were impacted by overall efforts. This includes:

  • Website unique visitors:  432,301 (25% increase over 2013)
  • 2014 Number of Visitor Guides Sent:  21,926
  • Online Impressions Over 10 million
  • Online advertising campaign clicks:  104,182
  • Contest registrations:  3,037
  • Hotel/Motel Tax Receipts: Up 4.97% = 1,203,783 (county properties only)

 

Award-Winning Insert for
The Knot Magazine

 

We created a 4-page magazine insert for The Knot – one of the most beloved wedding brands in the United States that reaches nearly 8 in 10 US brides. With a reputation for providing only the best-in-class wedding content for brides across the county, this insert helped us position Galena & Jo Daviess County as a premier location for a destination wedding.  The creative approach helps to create a fairytale picture of what brides (and grooms) can experience by choosing Galena for their wedding day. Real wedding photos from Galena photographers further helped couples visualize the backdrop Galena and Jo Daviess County can provide for their wedding, and numerous references to the type of wedding couples can plan are clearly defined throughout the copy, making it an ideal location for both lavish and intimate celebrations.. This includes the location being just a short drive from Chicagoland, the 19th-century ambiance and charm of the city, plus Galena’s lush vineyards, world-class venues, unique perks, and idyllic guest accommodations. 

 

The Total budget for the Knot 2014 insert was $23,000 including creative, printing and two insertions into the magazine.

 

Impact/Results:

Below are the results for the Knot insert.  

  • 11,481 unique page views to galena.org/weddings
  • 417 wedding licenses in the county up 7.4% over 2013; the highest total in 5 years!  

 

 

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