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 West Virginia

Case Study

west virginia digital out of home advertising in washington dc
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During the flight of the campaign, West Virginia saw significant results. One million impressions hit tourism sites the night of a Stanley Cup championship game due to public transportation riders being exposed to the ads. West Virginia also saw an 80% growth in DC web traffic and reported 37% more visitors than the previous year.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

West Virginia Tourism launched a new branding and marketing campaign, utilizing a media mix in cities that are within a few hours from the state. The campaign achieved a positive brand image and web traffic and state visitation increased.

Details

West Virginia Tourism selected nearby cities to reach potential leisure visitors to the state. People in Washington, DC, Pittsburgh, Cleveland, Columbus, Roanoke, Baltimore, Charlotte, Richmond, and Harrisonburg, PA were exposed to multiple creatives across TV, OOH, Print, Digital, and Radio, ultimately solidifying the state's message.

Rational

West Virginia wanted to utilize OOH to reach commuters with creative excellence. "Take Me Home, Country Roads," John Denver's classic anthem that christened the state "almost heaven," served as the creative and emotional centerpiece of the campaign paired with enticing visuals of the state. This combination positioned West Virginia as a more appealing destination to consumers.

Results

During the fight of the campaign, West Virginia saw significant results. One million impressions hit tourism sites the night of a Stanley Cup championship game due to public transportation riders being exposed to the ads. West Virginia also saw an 80% growth in DC web traffic and reported 37% more visitors than the previous year.

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