Don’t be afraid to get obscure! How to build destination awareness by leaning into the unique and curious With Visit Buffalo Niagara & Atlas Obscura eTourism Summit 2019
Why Atlas Obscura? v
The Campaign Included: (1) Bu ff alo Itinerary feature + Facebook, newsletter, Twitter, Instagram promotion (1)Pin-Drop Video + Facebook, newsletter, Twitter, Instagram promotion (5) New Place pages + Facebook, newsletter, Twitter promotion Standard rotational Media Custom carousel 100% SOV on editorial content 100% SOV on all Bu ff alo Place pages 100% SOV on Bu ff alo Destination page Total guaranteed media impressions: 1.4M Minimum guaranteed social impressions: 2.07M
Goals & KPIs
Creative Process “[The story of Bu ff alo] involves an explosion of art, hand-built bars hidden among former industrial hubs, and a wave of immigrants and refugees bringing new blood to neglected neighborhoods… Hawley’s three-day itinerary features spots that have been ‘vacant for a generation or more and are now becoming special places again.’ It honors classic Bu ff alo destinations alongside more recent spots that have added a whole new layer of character to the city."
Case Study Within a Case Study: The Darwin D. Martin House
Watch: Explore a Rescued Frank Lloyd Wright Masterpiece
Key Takeaways
Three Reasons to Try This at Home 1. Build awareness of your destination among new audiences based on their interests (e.g. architecture) 2. Show audiences who may have been aware of your destination a new side to it, new things to do, and give them a reason to come back 3. It makes for really interesting, engaging, and evergreen storytelling!
Thank You! Patrick Kaler President & CEO, Visit Buffalo Niagara Ariel Azoff Head of Partnerships, Atlas Obscura ariel.azoff@atlasobscura.com
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