The Benzie County Visitors Bureau, in Benzonia, MI, faced a common challenge in promoting tourism in Northern Michigan: stretching a modest budget to reach a large target audience. The Bureau had developed three television commercials and a custom website featured in those commercials to track their effectiveness.
Effectv worked with the bureau to create a cost-effective, integrated television and online media plan to reach several markets. Advertising was focused on networks that best matched their target demographic, including Bravo, Discovery, TLC, TNT, Travel Channel, A&E, FOX News, ABC Family, USA and Xfinity.com. Additional digital marketing efforts included a YouTube page where the commercials were featured, and links to those videos on the Benzie County Visitors Bureau home page, Facebook page and on individual bureau members’ websites.
- Website traffic increased 53%.
- Requests for visitors’ guides increased 69%.
- Custom-designed website saw immediate traffic and click-throughs to primary website immediately after campaign launch.