Show Your True Colors

Kentucky Fall Football Campaign – Show Your Colors

30,0
Landing Page Sessions
1,0
Landing Page Engagements
10,0
Facebook Engagements

Kentucky’s fall football campaign asks a simple question: “If you’re going to Kentucky to see your team play, why not explore some while you’re there?”

Challenge

The Kentucky Department of Travel wanted to inspire football lovers to see their teams play in Kentucky and take their time exploring the state along the way. We had to target and engage college football fans in states with upcoming games against Kentucky, show them fun road trip ideas along the way, and give them reasons to stay a bit longer. You don’t have to be back at work Monday, right?

Primary Goal

—To raise awareness of Kentucky as a fun road trip destination for football lovers.

Secondary Goals

—To drive traffic to the landing pages, offering fun football road trip ideas.

—To engage visitors and get them to explore the content further.

—To generate social engagement on Facebook among football fans.

—To inspire football fans to visit the state of Kentucky for these games or in future months.

Solution

Aristotle developed and executed the Kentucky Show Your Colors Fall Football campaign with a suite of creative assets and website content designed to engage each of these teams with fun football road trip ideas to explore along the way:

—Mizzou (Missouri): September 29 – October 8

—Volunteers (Tennessee): October 17 – 29

—Ole Miss (Mississippi): October 23 – November 4

—UVA (Virginia): October 23 – November 11

Related: The Perfect Vacation Match Made in Kentucky

Results

To raise awareness of Kentucky as a fun road trip destination for football lovers:

—4 Million Ad Impressions

To drive traffic to the landing pages, offering fun football road trip ideas:

—30,370 Landing Page Visitor Sessions

To engage visitors and get them to explore the content further:

—1,532 Landing Page Content Engagements – Clicks on Links to Deeper Content

To generate social engagement on Facebook among football fans.

—10,692 Facebook Post Engagements

To inspire football fans to visit the state of Kentucky for these games or in future months.

—103 Arrivals in Kentucky During Campaign Period – Very Preliminary Data*

*Arrivalist says average arrival time is 45 days post impression, so this campaign will continue to generate more visitation in Kentucky for months to come. They said it’s amazing we already inspired so many visits to Kentucky during this short campaign period. We will pull Arrivalist data again on December 5, 2017 and January 5, 2018 to find out how many more people we’ve inspired to visit Kentucky!

Key Takeaways

—The campaign was a huge success and will continue to generate more visitations in upcoming months.

—Tennessee was the most receptive audience for football road trips, and we should consider running this campaign for Tennessee again every year!

Campaign Landing Pages

—UVA: https://www.kentuckytourism.com/show-your-colors/uva/

—Ole Miss: https://www.kentuckytourism.com/show-your-colors/ole-miss/

—Tennessee: https://www.kentuckytourism.com/show-your-colors/tenn/

—Mizzou: https://www.kentuckytourism.com/show-your-colors/mizzou/

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Sarah Stashuk
--Sarah leads a team of experts who are knowledgeable in all aspects of organic and paid search marketing. With more than 17 years of experience, Sarah has built a wealth of knowledge regarding online marketing and the ever-changing rules of search engine optimization and online media buying. Her work with Albuquerque CVB, Arkansas Department of Parks and Tourism, Huntington Beach, Kentucky Tourism, Elvis Presley Enterprises, Silver Dollar City and South Carolina Department of Parks, Recreation and Tourism is award-winning and has generated significant ROI for our tourism partners. Most recently, Sarah’s work for the state of Utah won US Search Awards 2017 for “Best Use of Search – Travel/Leisure” and the gold Davey Award in 2017, "Best Brand Strategy" for the Arkansas Department of Parks & Tourism.
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