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Nelson County’s “Eat. Drink. Love.” Gamified Trail Exceeded Benchmarks by 110%

Explore how Nelson County Tourism’s innovative “Eat. Drink. Love.” gamified trail campaign captivated visitors, boosted local business engagement, and outperformed benchmarks by 110%, becoming one of the most successful tourism initiatives in the region.

Overview

Nelson County Tourism partnered with our agency to launch the “Eat. Drink. Love.” Trail, a gamified tourism initiative designed to attract visitors and drive engagement with local businesses.

The concept of the trail was rooted in the existing “Eat. Drink. Love.” branding from the Virginia Tourism asset library, but our agency reimagined it as an interactive, gamified experience. By tying the campaign to Nelson County’s unique offerings, we created a program that not only delighted visitors but also exceeded performance benchmarks by 110%.

Virginia Tourism was thrilled to see the creative use of their branding, and the campaign quickly became a standout success in their portfolio.

Our Roles

Graphic Design, Digital Ads, Social Media Advertising

Our Approach

Gamified Trail Concept: We transformed the “Eat. Drink. Love.” branding into an engaging gamified trail experience. Visitors were encouraged to explore Nelson County’s culinary, beverage, and cultural destinations while earning rewards for their participation.

Logo Modification: To align with the gamified trail concept, we modified the existing Virginia Tourism “Eat. Drink. Love.” logo, creating a fresh and cohesive visual identity for the campaign.

Strategic Promotion: The campaign was promoted through a multi-channel strategy, leveraging digital advertising, social media, and partnerships with local businesses. This ensured maximum visibility and participation from both visitors and the community.

Collaboration with Virginia Tourism: By integrating the campaign into the Virginia Tourism asset library, we ensured it aligned with broader state tourism initiatives while highlighting Nelson County’s unique appeal.

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

The “Eat. Drink. Love.” gamified trail campaign delivered exceptional results:

110% Above Benchmark Performance: The campaign outperformed average gamified trail initiatives, setting a new standard for success.
Increased Visitor Engagement: The interactive nature of the trail encouraged visitors to explore more of Nelson County, boosting local business participation and revenue.
Statewide Recognition: Virginia Tourism celebrated the campaign as a creative and effective use of their branding, further elevating Nelson County’s profile as a must-visit destination.

By combining gamification, strategic promotion, and a strong partnership with Virginia Tourism, the “Eat. Drink. Love.” Trail became one of the most successful tourism campaigns in the region, driving both visitor satisfaction and economic impact.

255% Engagement Score 110% Above Benchmark Performance 186 Marketing Opt-Ins 304 Sign Ups

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Nelson County’s “Eat. Drink. Love.” Gamified Trail Exceeded Benchmarks by 110%

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