Travel Nevada teamed up with BuzzFeed to create original content showcasing the vast array of attractions the state has to offer. This case study looks at how the tourist board got strong engagement from travellers and local residents alike.
Case study summary
• Travel Nevada teamed up with BuzzFeed to create an engaging content marketing campaign showcasing the whole state as travel destination
• Two of BuzzFeed’s creative team went on a road trip around Nevada to explore the silver state
• The results of the partnership were successful as 77% of people who had been exposed to the campaign were more likely to state that “Nevada is a great destination for outdoor activities”
The challenge
When travellers think of Nevada they typically think of Las Vegas and Tahoe – but what about all of the other places in the silver state? Travel Nevada, the company responsible for marketing the state of Nevada wanted to find a way to ensure that the rest of the state with all its natural beauty, rich history and amazing landscapes are taken into consideration when choosing a travel destination.
The solution
Travel Nevada decided to team up with BuzzFeed to come up with an innovative and fun way to advertise the whole of the state of Nevada.
http://www.buzzfeed.com/nevada">View the Travel Nevada Buzzfeed page here.
To supplement Travel Nevada’s content strategy BuzzFeed created an interactive social road trip. Two members of the BuzzFeed’s creative team explored Nevada’s less known areas, showing the states hidden gems whilst documenting some of their most fascinating stops using the #NVRoadTrip on social media.
The results
• Strong engagement from tourists
• Strong engagement from local residents
• Proven uplift in brand attributes
The campaign worked well. Readers interacted with the creative team as they visited different places on their road trip. As well as potential tourists, there was deep engagement from Nevada residents as they learned about places they never knew existed, and took pride in their state as a great travel destination. The campaign unlocked the sharing of content through their social media networks.
The results were quantified by Nielson Online Brand effect which measured the affinity and perception, were aggregated based on if a viewer had viewed the content as a result of paid media, through social sharing, or they had no exposure. Consumers exposed to the content were 77% more likely to respond that “Nevada is a great destination for outdoor activities” and 84% more likely to respond that Nevada is “an excellent place to ski”.
