Taking Savannah's Story on the Road
Summary
Savannah needed a way to cut through the noise of a crowded travel market and showcase what makes the city unforgettable. Madden partnered with Visit Savannah to design an experiential PR tour that brought the city’s food, culture, and Southern hospitality directly to top-tier media and influencers. By creating immersive, hands-on moments, the activation transformed Savannah’s story into something people didn’t just hear about—they tasted, touched, and carried with them.
Client
Visit Savannah
Scope
Public Relations
Campaign Title
PR & Experiential Activations
Results
2.4M+
impressions from influencer collaborations
56M+
in earned media readership
16M+
in broadcast viewers
76
earned media placements
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.
