Campaign Components
Email | Social Media | SEO | Website | Branding
A leading provider of transportation and tourism services in Nashville, Tenn., wanted to increase bookings across all service lines. The focus would include sightseeing tours, charter services, black car/limousine transport and airport shuttles. The goal was to enhance the brand presence to raise awareness, attract tourists, engage event planners and boost revenue.
Business Goals and Challenges
The transportation and tourism service company wanted to develop a multi-channel marketing campaign. This initiative encompassed strategic brand positioning, creative asset development, digital marketing and traditional media efforts to maximize visibility and drive conversions.
One of the main challenges was a necessary update to the tourism company’s brand identity. The brand needed to better reflect the vibrancy and historical significance of Tennessee’s tourism scene.
The website also needed to be optimized for the user experience and for local SEO.
Marketing Strategy
The client worked with The Deciding Factor (TDF) to develop an integrated campaign designed to showcase the tourism company’s diverse offerings in an engaging, cohesive manner. Key elements of the campaign included
Refined their brand identity by incorporating the company’s existing logo, identifying appropriate complementary brand colors and developing a style guide for consistency across all marketing materials. In addition, development of service-line specific logos and brand identities.
Targeted digital campaign focusing on paid search (Google Ads), social media (Facebook, Instagram) graphics and video content, and display advertising was launched. These ads highlighted the ease and convenience of the tourism company’s offerings for both tourists and local commuters.
Print ads in local travel publications, radio spots and out-of-home advertising, including billboards along key tourist corridors.
Creative team developed a series of visually compelling ads and videos focused on making the tourism company synonymous with Nashville’s tourism experience. This content featured the brand’s iconic trolleys navigating key Tennessee landmarks, such as the Grand Ole Opry and Ryman Auditorium.
To further enhance conversions, we redesigned key pages on their website, implementing a more intuitive user experience and SEO strategies aimed at increasing organic search rankings. The updated site included custom landing pages for specific tour packages and easy booking of tours and transportation services.
Multiple customer journey sequences targeted and continuously engaged repeat customers. These journeys included conference, event and meeting planners, concierges, travel agents and repeat tourist customers.
Partnered with local tourism boards, businesses and event organizers to increase brand visibility. Developed co-branded marketing materials and ran joint promotions during high-traffic periods like the CMA Festival and holiday seasons.
Conversion tracking across all digital platforms measured effectiveness of each ad and adjusted targeting as necessary. Monthly performance reports provided insights into ad engagement, click-through rates and overall ROI.
Campaign Results
The campaign was highly successful in driving both brand awareness and conversions. Over a six-month period:
Website traffic increased by 35%, with significant growth in organic search traffic due to the SEO efforts.
Bookings for sightseeing tours increased by 25%, with a notable spike during high-traffic events.
Social media engagement rates grew by 40%, leading to a more engaged audience and greater visibility for the brand across platforms.
Conclusion
The success of the campaign solidified the tourism company’s position as a top choice for both tourists and locals seeking reliable and enjoyable transportation services throughout the region.
This campaign is a strong example of TDF’s ability to craft cohesive, multi-channel marketing strategies in the transportation and tourism industry. Our work resonates with target audiences and achieves measurable results.
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