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