Find Your Natural State

My Natural State Case Study

Arkansas Department of Parks & Tourism

2017

BackgroundArkansas Scenic Trail

Known as The Natural State, Arkansas is one of mid-America’s most beautiful travel destinations. The bountiful lands of Arkansas have a rich heritage and are often referred to as the crossroads of the United States. Only in Arkansas does the Deep South, the Ozark Mountains and the Western Frontier all meet in the same state. Historic towns and abundant wilderness invite people of all ages and interests to experience a place filled with age old tradition and natural beauty.

With seven national parks, 52 state parks and 2.5 million acres of national forest, Arkansas is a nature lover’s paradise. Every year, Arkansas is the destination of choice for those who enjoy the great outdoors and those who love the flavor of southern culture.

Challenge

The Arkansas Department of Parks & Tourism wanted help inspiring people in and around Arkansas to travel within the state. Promoting in-state tourism has been challenging for a land-locked state without the popular draws of ocean, beaches, skiing, winter sports and big city life.

Goals

  • To raise awareness of Arkansas as a premier destination for outdoor enthusiasts and food lovers
  • To encourage Arkansas tourism & travel from both out-of-state and in-state vacationers
  • To increase traffic to Arkansas.com
  • To collect contact information from people interested in visiting Arkansas who sign up for the vacation give away
  • To increase social shares, engagement and impressions
  • To generate video views

Solution

Aristotle developed and conducted the My Natural State integrated marketing campaign to raise awareness of the Arkansas as a fun travel destination with diverse experiences that engage all five senses. The campaign included a video, imagery and messaging to engage all five senses, while inviting visitors to explore Arkansas trip ideas and enter to win one of three sense-sational Arkansas Getaways.

Campaign messaging included:

We welcome you to Arkansas, where you can flee the fuss of everyday life and indulge your senses. Check out all of the sensory experiences that make Arkansas sense-sational

Arkansas Getaways

The My Natural State campaign included:

  • Landing Page Creative and Development
  • Video Development
  • E-Blast Development & Deployment
  • Social Promotions on Facebook
  • Google Search Sitelinks
  • Google Display with Keyword Targeting
  • Google Display with Topic Targeting
  • Google Display Remarketing

Creative

Video

Landing Page
www.arkansas.com/mynaturalstate

My Natural State

Success Page

Success

EmailFind Your Natural State Email

Google Display Ads

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Results

The My Natural State campaign produced impressive results for Arkansas Department of Parks & Tourism with over 15 million ad impressions, almost 118,000 ad clicks, over 55,000 landing page visitor sessions, over 14,000 sweepstakes entries, over 10,000 e-newsletter signups, over 57,000 video views and almost 112,000 Facebook post engagements.

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Campaign Highlights (May 22 – June 18, 2017)

  • 15,244,384 Ad Impressions
  • 109,278 Ad Clicks
  • 55,318 Landing Page Visits
  • 57,257 Video Views
  • 14,617 Unique Sweepstakes Entries
  • 13,440 E-Newsletter Signups
  • 4,784 Vacation Kit Requests
  • 111,803 Facebook Post Engagements

TOTAL and AVERAGES: Paid Media

The supporting digital media buy campaigns generated significant results, including:

  • Impressions – 15,244,384
  • Clicks – 109,278
  • Signups – 12,604
  • Video Views – 57,257
  • View-Through Rate Average – 9.74%

BREAKDOWN BY CHANNEL: Paid Media

Google Display

  • Impressions – 11,739,281
  • Clicks – 27,769
  • Signups – 10,414

Facebook

  • Impressions – 3,505,103
  • Clicks – 81,509
  • Signups – 2,190
  • Total Video Views – 57,257
  • View-Through Rate – 9.74%

Facebook Ad Buy Results Comprehensive Breakdown

  • Reach – 1,284,970
  • Post Engagements – 111,803
  • Page Engagements – 113,245
  • Post Likes – 10,430
  • Page Likes – 1,442
  • Shares – 1,637
  • Comments – 479

In addition to the normal boosted posts and ads, this My Natural State campaign utilized a Facebook Canvas Ad that garnered 224,545 impressions and 4,913 page engagements.

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