VISIT
STAUNTON
AOR
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Situation
Staunton, Virginia, is a place where history hums through cobblestone streets, art spills from every corner, and the Blue Ridge Mountains whisper adventure. But in a tourism landscape packed with options, how do you make sure travelers don’t just scroll past — but actually stop, explore, and stay awhile?
Visit Staunton set out to elevate its presence, transforming curiosity into real-world exploration. By refining its digital strategy, amplifying compelling storytelling, and meeting travelers where they are, Madden crafted a strategy that captured hearts—and increased visitation.
Approach
Visit Staunton knew it needed more than stunning visuals. It needed a smarter, data-driven approach — one that found the right travelers, sparked their interest, and guided them from inspiration to action.
Our partnership was rooted in data-driven decision-making and creative storytelling. We mapped out how, when, and where travelers were searching for their next getaway and positioned Staunton at every step. From search-driven campaigns that caught planners in the research phase to seasonally tailored content that made every time of year feel like the perfect time to visit, our strategy ensured no opportunity was left untapped.
Results
- 37% Increase in Engagement – More travelers were spending time on Staunton’s website, exploring itineraries, and planning their trip.
- 14.2M Ad Impressions – Staunton didn’t just get noticed. It dominated the conversation.
- 20% Paid Search CTR – A 164% lift over industry benchmarks, proving the search strategy wasn’t just working—it was outperforming.
- A Surge in New Markets – New York, Atlanta, and Charlotte saw a 5% increase in visitation and a 19% increase in spending.
Search Marketing with Precision
Our paid search campaign delivered an outstanding engagement rate of 85%, outperforming all other traffic sources. Strategic keyword targeting ensured high visibility for queries like “things to do in Staunton” and “Staunton Virginia attractions,” driving highly engaged users to the website. The “Visit” and “Things to Do” ad groups alone generated 78% of total campaign clicks, proving that a hyper-relevant, search-driven strategy can significantly impact intent-based travelers.
Seasonal Storytelling for Year-Round Engagement
Travelers seek experiences that fit their mood, the season, and their cravings. To keep Staunton top-of-mind year-round, Madden developed a dynamic seasonal storytelling approach that turned every touchpoint into a timely invitation.
After the success of the Haunted Staunton fall campaign, winter content positioned the town as a cozy holiday retreat with twinkling lights, boutique shopping, and fireside dining. In spring, the focus shifted to outdoor adventures, arts festivals, and farm-to-table fare. Summer brought road trip energy, Shakespeare under the stars, and vineyard-hopping afternoons. By aligning content with seasonal travel mindsets, Madden made sure travelers didn’t just consider Staunton for one perfect moment — but for every perfect moment, all year long.
Haunted Staunton: A Seasonal Success Story
In Staunton, history lingers — especially after dark. With shadowy alleys, centuries-old buildings, and ghostly legends, it’s a must-visit for paranormal fans. Madden helped Visit Staunton channel that intrigue with a Haunted Staunton campaign that turned spooky curiosity into real visits.
Spotlighting eerie favorites like the whispering Clock Tower, the haunted Blackburn Inn, and chilling walking tours, the campaign tapped into the thrill of seasonal travel — outperforming engagement benchmarks by 37% and driving record travel guide requests. Meta remarketing shifted to trip-planning content, boosting engagement by 39%. With over 17,000 clicks, one thing was clear: curiosity was an understatement, travelers were ready to explore Staunton’s haunted side.
Remarketing: The Secret Weapon for Trip Planning
Not every traveler books a trip the first time they visit a website. That’s where remarketing came in. 87% of views to the Plan Your Trip page came from remarketing, proving its impact on turning interest into action. A strategic test shifting visitors to the Trip Ideas page increased engagement by 39%, helping travelers move from dreaming to planning.
Geo-targeted Media Strategy
Focusing on key feeder markets, Visit Staunton optimized paid media spend to drive engagement from Washington, D.C., Roanoke-Lynchburg, and Richmond. This refined targeting ensured that ad dollars worked smarter, reinforcing Staunton’s appeal to travelers most likely to visit.
Influencer-Driven Awareness
Travelers trust authentic experiences, which is why Visit Staunton partnered with top travel influencers to showcase the town’s rich history and vibrant culture. The immersive storytelling from @historyinhighheels and @adayinthelalz highlighted Staunton’s architectural beauty, culinary scene, and arts offerings, generating over 75K impressions, and 2.5K engagements, across a range of 40 posts.
