Date: 18 Sep 2018
Cat:

i spy with my digital eye

The Big Idea Results
Increased CRUSA’s profile through reaching more than 400,000 consumers and generating 15,401 click throughs
Exceeded target to generate 2,100 registrations for the CRUSA database successfully positioning the Region with a younger, more adventurous audience
Influenced opinion enough to grow Facebook likes of the CRUSA page by 6% in a two month period, from an already high base

Tasked with promoting the Capital Region USA’s designated ‘scenic byways’ to online audiences, we developed our Scenic Spyways concept: an innovative and informative online, code-cracking game of espionage using the Region’s spy-related connections.

The campaign began with a group press trip to explore the Region’s spy links, with resulting features published in time to promote the launch of a specially developed online game. We used targeted Facebook advertising to generate further entries to the game, along with e-shots to our partner tour operator’s customer database. Press releases, social media activity and a holiday promotion all helped generate visitation to the site and completion of the game.

The success of the campaign was recognised by both the Digi Awards and the Travel Marketing Awards.

“kbc is a pleasure to work with as an agency. the staff are effective, dedicated and passionate as well as nice people to deal with on a daily basis. they are creative and in tune with the changing needs of media, offering advice and insight that informs our strategy.”

Scott Balyo, Executive Director, Capital Region USA

Testimonial Scott Balyo, Executive Director, Capital Region USA