Drive interest in tourism, shopping and business in Bucks County, PA in the Fall of 2020 to help the area rebound after the impact of the pandemic through most of 2020.
Research and understand the shifting media habits of active consumers interested in travel and shopping throughout the Mid-Atlantic States. The research showed a significant increase in consumption of both linear and streaming TV that extended throughout 2020. In addition, we had to build a strategy that avoided the heavy political timeframes throughout much of the Fall.
A campaign was developed that targeted the New York, Philadelphia, Washington DC and Harrisburg-Lancaster-Lebanon-York (HLLY) markets with a strong video presence. The campaign included highly targeted linear TV schedules, multiple content integration partnerships and a strong streaming TV presence. Given the hesitation to travel among many audiences we knew we had to reach consumers who had the psychographic profile to have a strong interest in traveling. In the New York market an addressable linear TV campaign was purchased to specifically target the households in the market with travel enthusiasts.
While year over year hotel occupancy growth was still limited due to COVID restrictions there was a tremendous increase in visitation and interest in Bucks County from targeted markets.