Put a place on the agenda.
NEW JERSEY / MULTI-YEAR CAMPAIGN
DESTINATION MARKETING / CONTENT / ADVERTISING / MEDIA STRATEGY
EXPERIENCE BEHIND PRICKLY PEAR
More than somewhere on a map.
Visitor guide downloadsYear 5
Website leads from paid socialYear 5
New website visitorsYear 5
A reason to go this weekend.
Sussex Skylands had trails, resorts and a calendar that gave people a reason to visit in every season. The job was to turn that abundance into decisions a traveler could actually make. A family looking for Saturday plans needed a different way into the region from someone plotting their next hike.
Give every channel a job.
Over four years, we helped build a campaign around that idea. Seasonal features in Jersey’s Best gave people something specific to do. Local and network display, video and streaming audio kept those ideas in circulation. Paid social gave interested travelers a practical next step, from downloading a trail guide to requesting a brochure.
More people took the next step.
Year 5 reported growth. Each measure has its own baseline. Bars show percentage growth within each measure.
The channels behind the visit
Display and streaming audio helped keep the destination in view. Paid social gave interested travelers a reason to take the next step.
Display clicks
+31% display click-through rateStreaming audio clicks
Year 5Paid social click-through rate
Year 5By Year 5, guide downloads were up 143% and paid social website leads were up 74%. The guides were where the campaign became useful to someone deciding what to do, when to go and how to get there.
Drawn from our team’s earlier work. Year 5 figures describe the campaign as a whole.
Year 5 campaign results. Each channel metric uses its own reporting baseline.
// THE SERVICES BEHIND THE WORK