Situated on one of the most historic cross-country highways in the history of the United States and nestled among the gorgeous, rolling hills of the Ozarks, Pulaski County, MO, is the perfect destination for anyone looking for a peaceful, outdoor getaway. From world-class bass fishing to peaceful flowing waterways ideal for float trips to Route 66 sites, the adventures found here are memories that last a lifetime.
Finding a way to stand out amongst your competitors is an ongoing assignment in tourism marketing. A good marketing plan has all of the pieces to the puzzle – traditional media, digital advertising, a strong web presence, outdoor advertising, but what about something new and unique? This is what McDaniels Marketing went on a quest to find.
Get Away to Pulaski County, MO Highlighting the many charming qualities of Pulaski County was the first step for the McD Creative team — coming up with a truly out-of-the-box way to reach the audience came next. To achieve a one-of-a-kind experience, we reached out to Carvertise to help us reach rideshare passengers yearning for a sense of exploration. The McD Creative team designed custom vinyl wraps to be applied to the Uber and Lyft vehicles in the Kansas City market, highlighting both the more laid-back atmosphere and the sense of adventure that comes from exploring the destination.
The McD Creative team also wrote and designed a postcard — which highlighted outdoor amenities, historical sites, Route 66 attractions and more — to be handed out to passengers by the rideshare drivers.
The postcard also featured a QR code that drove users to a custom landing page outlining each of these amenities in greater detail. The landing page also directed users to plan their trip using the pre-built Itineraries pages created for Pulaski County.
The three-month campaign hit the road in April 2022 with four cars deployed in Kansas City, MO. Campaign expectations were set at 4,800 miles and 700,800 impressions for all four cars.