VISIT SAVANNAH
Savannah’s Activation Tour PR
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Situation
To connect with visitors in direct flight cities, Visit Savannah launched the “Surprisingly Savannah” trolley tour. This branded trolley anchored an experiential pop-up in 11 cities across the United States. Madden Media was tagged to execute an earned media campaign to generate buzz in local markets, driving traffic to each activation.
Approach
Utilizing a multi-channel approach of traditional newspapers and broadcast outlets mixed with influencers and online publications, we generated multi-level awareness in all 11 cities. Our tactics to accomplish this included direct mail, content creator contracts, satellite media tours, and proactive pitching.
For each city, we sent custom-designed direct mail with swag to high-impact influencers and influential media outlets before the trolley’s arrival.
This allowed the media to see a preview of what the activation would offer and post to alert their audience of the weekend stop. To guarantee coverage in all 11 markets, we engaged in a branded satellite media tour with custom messaging to each city that aired during key times, such as morning television. Additionally, we pitched and coordinated live interviews with radio and television stations, as well as newspaper outlets.
Our team was also able to coordinate key desksides with national freelance journalists in multiple cities to allow Visit Savannah an opportunity to connect about the city’s storylines on a deeper level.
We also vetted and connected with multiple influencers for each stop on the tour. We focused on influencers whose followers trusted them as a reliable source for events and things to do in their city. To ensure accuracy and impact, all influencers received a branded one-sheet with talking points, tags to use, and URL link to use.
High-impact influencers, who were contracted to post a story before the event and in-feed posts after the event, were sent VIP preview boxes to start the engagement. In addition, we sent two high-impact influencers from target markets to Savannah before the tour arrived in their city to add to the excitement.
RESULTS
INFLUENCER IMPACT
- 39 CREATORS
- 2.4M IMPRESSIONS
- 255 TOTAL POSTS
- $123,664 TMV (TOTAL MEDIA VALUE)
- 11,726 SAVES
- $53,000 TOTAL SPEND
- 36,220 ENGAGEMENTS
- 15M+ POTENTIAL REACH
EARNED MEDIA RESULTS
- 76 PLACEMENTS
- 56M IN READERSHIP
- 16M BROADCAST VIEWERS
- 620K IN AD VALUE EQUIVALENCY
- 6 DESKSIDES
Earned Media at Every Stop
Utilizing a multi-channel approach of traditional newspapers and broadcast outlets mixed with influencers and online publications, we generated multi-level awareness in all 11 cities. We engaged in a branded satellite media tour with custom messaging to each city. We also coordinated live interviews with radio and television stations, as well as newspaper outlets.
Bringing In Influencers
We worked with influencers to build exposure among engaged communities at each tour stop. Following our vetting process, we focused on influencers whose followers trusted them as a reliable source for events and things to do in their city. To ensure accuracy and impact, all influencers received a branded one-sheet with talking points, tags, and as the URL link to use. In addition, we sent two high-impact influencers from target markets to Savannah before the tour arrived in their city to add to the excitement.
Direct Mail
For each city, we mailed custom-designed boxes with swag straight from Savannah to high-impact influencers and influential media outlets before the trolley’s arrival. This gave them a preview of what the activation would offer and content to post to alert their audience of the weekend stop.
