Beginning in 2020, Remarkable Lake County, OH, wanted to shift a portion of our marketing campaign to attract more visitors from western New York, specifically from the Buffalo/Niagara Falls markets. These markets are only about 2.5 hours from our area, but there’s a perception that the distance is much further. We saw the opportunity to grow tourism from this market as our website already had some traffic from the area but was lagging behind other larger markets located at a similar distance from Lake County, such as Columbus and Pittsburgh, PA. Our target markets are typically regions that are located within a three to four-hour drive of the area and are looking for a long weekend getaway. As with our digital advertisements, carrying on the theme of our (Re) campaign was essential. The “Re” prefix means back, or again, and with the desire for so many people to get “back” to traveling after a rough two years due to Covid, we loved the idea of tying this concept together with our Remarkable name and brand. We wanted to create a mental association between verbs such as (Re)connecting, (Re)laxing, and (Re)imagining their vacations to our (Re)markable brand. Our calls to action with this campaign were for people to visit our website and then request a Visitors Guide. In addition to getting people to request a guide, we also wanted this campaign to reinforce the work we did last year regarding brand awareness.
Over the past two years, we have shifted our print-heavy strategy in favor of more trackable media sources, such as social and display ads. However, we still believe that a well-rounded campaign should also include print assets. For example, our print advertisement in the Buffalo/Niagara falls area has contributed to the 346.15% increase in our website traffic from this region with our digital marketing efforts.
