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Travel & Tourism

Rock City/Ruby Falls

OVERVIEW:

With many other attractions competing for consumers’ time and attention, and a difficult economic climate, Rock City/Ruby Falls of Chattanooga, TN, realized that the best place to find visitors was right in its own backyard.

STRATEGY:

To help reach the “staycation” audience, Comcast Spotlight developed a multi-screen branding campaign incorporating a customized local sweepstakes, dubbed “Explore our Beauty.” Airing during the busiest time for tourism, May through December, television commercials on networks popular with families – like ABC Family, Nickelodeon, Hallmark Channel, Lifetime, the Weather Channel, TLC and Food Network – highlighted what the attractions had to offer and promoted the website, where viewers could enter the sweepstakes. On Xfinity.com and Charter.net, banner advertisements also highlighted the sweepstakes with a link to the entry page. Once there, visitors could also learn more about the attractions.

SUCCESS:

The Rock City campaign’s messages clearly resonated with local audiences, as ticket sales increased more than 20%.