Case study · Regional DMO, Northeast U.S.
3,008 qualified leads at $3.43 each. 85% below benchmark.
How a five-month integrated campaign turned regional awareness into a measurable pipeline of future visitors for a destination marketing organization.
The results
The challenge
A regional economic development and tourism organization in the Northeast wanted to grow its lead lists, build brand awareness, and increase tourism and economic interest in its county. Its existing strategy relied on internal marketing lists and organic social posts: solid foundations, but not enough to reach new audiences at scale.
The organization needed a partner who could provide real audience insight, extend reach into its most valuable feeder markets, grow its email lead list, and drive qualified traffic to its website.
The approach
The goal was simple: inspire more travelers to discover the region's mix of culture, nature, and community, then turn that inspiration into real visits, overnight stays, and local spending.
Our approach centered on meeting travelers where they are, emotionally and digitally, with an integrated campaign built around authentic stories of the region's art, outdoor adventure, and wellness offerings:
- Always-on Meta campaign: engaging, seasonal creative running year-round in the region's two most important metro drive markets, so audiences saw fresh stories in every season.
- Video storytelling on YouTube and TikTok: helping potential visitors picture their next trip.
- Influencer collaborations: the destination shown through real travelers' eyes.
- Email marketing: personalized content on local attractions, events, and itineraries for the growing lead list.
- Programmatic retargeting and connected TV: sustained visibility as travelers moved from inspiration to planning to booking.
Throughout the flight, we analyzed performance continuously and shifted budget toward the placements and creative that were converting: the discipline that drove the cost per lead to a fraction of the industry norm.
The outcome
A cohesive, emotionally resonant campaign that raised the destination's profile in its target markets, drove qualified traffic to its digital channels at $0.58 a click, and delivered 3,008 new leads: future visitors the organization can now reach directly, season after season.
Client identity withheld at their request. Campaign data verified from platform reporting; we're glad to discuss the details, from audiences and budget to creative and flighting, in conversation.
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