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How Nelson County Tourism Drove 45,000+ Website Visits with a Multi-State, Omni-Channel Digital Campaign

Discover how Nelson County Tourism leveraged a 12-month campaign to drive 45,000+ website clicks and build a cohesive, high-impact digital presence.

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Overview

In 2022, Nelson County Tourism partnered with us to launch a 12-month campaign funded by a Virginia Tourism Corporation grant. The goal? Drive tourism and increase stay-over visitors to the area.

Our Roles

Advertising, Organic Marketing. Video Production, Graphic Design, SEO

Our Approach
  1. Brand Refresh: Collaborated with their designer to create a cleaner logo that aligned with the "Virginia Is For Lovers" and "Wanderlove" campaigns.
  2. Digital Audit: Evaluated their social media, website, and digital assets to ensure consistency, engagement, and functionality.
  3. Comprehensive Ad Campaign: Launched mobile ads for 24/7 visibility, supported by video, Facebook & Instagram paid campaigns, and Social Mirror ads.
  4. Organic Growth: Enhanced their social media presence with stunning visuals to showcase the county’s attractions and businesses.

  • Nelson County, Virginia was one of six localities selected to host a travelling Smithsonian exhibit. We hired Anne to manage the social media campaign. The results were phenomenal, with exhibit visitation the highest in the Commonwealth. The Smithsonian staff noted that it was one of the best campaigns they have seen nationwide. We look forward to our next series of advertising and marketing campaign with Anne and her team.

    Maureen Kelley Economic Development Director at Nelson County Tourism

  • We couldn't have been more thrilled with the results of all of the advertising campaigns, but most of all, the partnership we developed in terms of trust and consistent results with their advertising team is unmatched in all of our years working with marketing and advertising groups across Virginia.

    Maureen Kelley Economic Development Director at Nelson County Tourism
Results

This cohesive strategy not only boosted brand awareness but also positioned Nelson County as a must-visit destination.

45,000+ Website Clicks 1,700% Facebook Reach 4,700% Instagram Reach
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Before: Nelson County logo circa 2022.

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After: Notice how seamlessly the Virginia is for Lovers logo works with the new logo!

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These mobile ads have all the elements needed for the campaign, yet the logo and headline take a backseat to the beauty of Nelson County. 

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With the designs underway, we were able to dive into a comprehensive advertising campaign! The base campaign was MOBILE ADS. Why? We wanted Nelson County to never leave the digital space, no matter what time of year, or what was happening. This gave them a 24/7 channel for top-of-mind awareness. Once the campaign was set, changing the messaging was easy, and effective. We layered in: VIDEO, FACEBOOK & INSTAGRAM (paid campaigns), and SOCIAL MIRROR ads throughout the year, always using the same design elements to tie the entire campaign together and grow brand awareness for Nelson County.

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Facebook Reach: Saw a 1,700% increase over 12 months

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Instagram Reach: 4,700% increase over 12 months

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