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Columbia County Tourism

Overview

At the beginning of 2019, BBG&G began working with Columbia County Tourism to create a four-month digital marketing campaign (June through September) to create awareness and attract new visitors. After a successful 2019 program, we continue to support Columbia County Tourism in 2020, adapting quickly to changing conditions.

Services Provided

• Advertising
• Digital Marketing
• Ad Design
• Video
• Content Strategy

Challenge

In March, we had to shift quickly from promoting Columbia’s full variety of visitor experiences to those that could be enjoyed during varying phases of the pandemic.

Solution

Our goals were simple: drive overall brand awareness and visitation, and drive increased sales tax revenue from their day trip markets. Ad and video content focused first on the outdoors and Take-Out, and then, as the county reopened, on dining, craft beverages, and new “Scenic Sips” itineraries the county crafted for fall craft beverage visitors. With a restricted budget due to the pandemic, we focused on Programmatic Display and Facebook ads, achieving tremendous delivery at a relatively low cost.

Fall 2020 Programmatic Digital Campaign: CTR of 0.54%

Industry Average CTR is 0.39% for Travel & Tourism. We exceeded the industry average by 39%.

2020 Facebook/Instagram Campaign: CTR 1.8% with 7,262 social engagements

In addition to link clicks, viewers took other actions on the ads, such as clicking through to Columbia County's Facebook or Instagram page, reacting to the ads, forwarding to the ad, or commenting on the ads. Facebook gave the ads an "above average” quality ranking, meaning they consider the ads relevant to the audience and expect engagement to be high.

Columbia County Tourism

Located between the Hudson River and the Berkshire Mountains, Columbia County is a travel destination that offers a world of uniquely attractive options to Hudson Valley visitors in an increasingly competitive tourism market.