KBC was tasked with finding a unique way to promote the Capital Region USA’s designated ‘scenic byways’. Looking for new and innovative methods of reaching the client’s target audience and driving visitation to its consumer website, we developed a unique PR and Digital Marketing approach.

Our Approach.

The campaign was centered around the creation of ‘Scenic Spyways’, an interactive code-cracking game highlighting the region’s history of espionage.

First we hosted a group press trip to the Capital Region. The bespoke itinerary explored the Capital Region’s links to espionage, with the resulting features timed to promote the launch of the specially developed online game. KBC used social media marketing to showcase the new game through targeted Facebook ads; it was also promoted through e-shots with a tour operator partner. PR activity also included themed press releases and a holiday promotion to increase visitation to the Capital Region USA’s website.

The Results.