The Anderson County Tourism Council in Tennessee started a promotional campaign called Adventure Anderson in March 2016. This campaign promoted Anderson County’s adventures including water, mountain and historical adventures, through digital advertisements, social media, purchased and organic content and enhancements to the website. The first step was using a “spokesperson” who experienced different adventures in Anderson County; including wakeboarding on Norris Lake, conquering the ropes course and mountain biking course at Haw Ridge, off-reading and trail running at Windrock Park, etc. These adventures were shared through video blogs on www.yallcome.org, digital ads, social media and were supported with purchased Google words.
The campaign’s audience was defined by the visitor’s lifestyle; for example, people who are looking to participate in their vacation, people who hike, bike, waterski, etc. The geographic market was along the Interstate 75 corridor including Kentucky, Ohio, Georgia, Illinois, Florida and Michigan and along the Interstate 40 corridor from Middle Tennessee to the Western Carolinas. The campaign was measured by visits to www.yallcome.org, views of videos, reach and interaction of social media advertisements, and by measured digital advertisements and paid searches.
The Anderson County Tourism Council wants to extend this promotion for four additional months (March through June 2017) through digital advertisements.
Explanation of Campaign
- Conduct a four month digital advertising campaign that will feature 15-30 second videos and photography. The creative design will need to be changed at least every two months. The online advertisements need to be targeted geographically and matched with the consumer based on the content of the video. The Tourism Council will provide commercials, raw footage and/or photography. Proposal must include explanation of the management fees and purchasing cost of the space.
- Conduct a four month pay per click google words campaign. Proposal should include an explanation of the management fees, expectations of campaign and the cost of purchasing.
Goals of Campaign
- Increase traffic to Adventure Anderson website.
- Increase engagement on the Adventure Anderson website.
Proposal due by January 19, 2017 to:
Tony Foreman, Purchasing Agent
100 North Main Street, Suite 214
Clinton, Tennessee 37716
(865) 457-6218 Office