Visit Bucks County.
Challenge.
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.
Process.
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.
Approach.
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.
Results.
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.
- The New York market showed a year over year increase of 44% in Homepage pageviews, 314% in Holidays in Bucks County pageviews and 117% increase in Things To Do pageviews.
- The Philadelphia market showed a year over year increase of 187% in Holidays in Bucks County pageviews and 77% increase in Things To Do pageviews.
- The Washington DC market showed a year over year increase of 412% in Holidays in Bucks County and 74% increase in Things To Do pageviews.
- The HLLY market, which had not been targeted as aggressively in previous years and was starting from a lower base, saw even greater year over year increases of 835% in Homepage pageviews and 757% in Holidays in Bucks County pageviews.