COBB TRAVEL SAYS: HELLO AGAIN
A DMO Campaign That Was Built To Iterate With The Times
Cobb Travel & Tourism (CT&T) is the official Convention/Visitors Bureau for Cobb County, GA. Cobb boasts many of the tourism assets that bring visitors to the Atlanta area. Cobb Travel takes their role as a major driving force in economic development throughout the County. So, when everything got downright bleak in 2020, CT&T got going. With safety in mind – first and foremost – CT&T relied on strong partnerships, and sheer ingenuity to stay on mission.
In the early summer of 2020, Cobb Travel and Fenning Marketing Group designed a multi-channel communication strategy to encourage visits to Cobb restaurants, attractions, sports and hotels in a safe and responsible way. A multi-tiered campaign that could be throttled up or down depending on where we all were with the health crisis. Advertising is targeted much more closely to a local audience (within an hour drive to Cobb County) than the more traditional southeast regional focus in previous years due to the general lack of interest in travel at this time.
The first phase of the resulting campaign is called HELLO AGAIN, and is designed to be a simple welcome message from all of the tourism-related Cobb businesses, venues and assets. It’s what we all want to say to those we haven’t been able to spend time with lately. Hello Again.
The second phase of the campaign was designed to be a natural extension of the Hello Again concept and launched in late summer 2021.
NEW VIDEOS AND ALL ORIGINAL PHOTOGRAPHY
WEB CONTENT PROGRAM
PARTNER MARKETING KIT (LOGOS, AD TEMPLATES, WINDOW CLINGS)
VIDEO MARKETING CAMPAIGN
For the campaign, Fenning Marketing concepted and shot two new videos to illustrate how visitors and residents can enjoy all of the County’s tourism-friendly assets while demonstrating the precautions Cobb Travel, Cobb Government are taking to make visitors feel safe. The first was released in summer 2020:
PRINT, DIGITAL AND OUTDOOR ADVERTISING
Print and digital advertising, and editorial coverage, appeared in Atlanta Magazine, Marietta Daily Journal, Cobb Life, Kennesaw State University’s Football Game programs and Instagram. And, the campaign ran on a series of billboards on the I-75 Hwy corridor. A marketing kit of was distributed to CT&T Partners (a network of local attractions, parks, restaurants, retail, and sports venues) which included window clings, Hello Again campaign assets, logos, and ads.
HELLO AGAIN WEBSITE AND CONTENT PROGRAM
FMG launched a standalone Hello Again Website and URL that hosted campaign messaging, video, and itinerary based content and articles that are changed and updated as the situation evolves.
A DEDICATED HELLO AGAIN WEBSITE, URL AND HASHTAG CAMPAIGN
SITE FEATURES THE HELLO AGAIN VIDEO AND AN ITINERARY-BASED CONTENT PROGRAM
HOMEPAGE LINKS LEAD TO REGULARLY UPDATED ITINERARY ARTICLES
We launched an extensive Expedia campaign to drive hotel overnights that included editorial pages, listings, digital advertising, video assets, and email campaigns. Porgram is currently running.