By utilizing a multi-channel online campaign to promote summer 2014 visits, the "Love, Rochester" campaign contributed to a 23% year-over-year lift in overall traffic to Rochester's site for the duration of the campaign.
Rochester CVB sought to increase visits and build awareness of its destination. Development of the marketing campaign began with research to better understand Rochester's awareness profile. Based on key findings from this research the "Love, Rochester" campaign was developed.
Emails for the promotion were presented as if the city had written them to a known friend, signed "love, Rochester," and display ads carried lines like "Can't wait to see you guys." "Feel the Love" care packages were distributed in Rochester to those who submitted email addresses.
Overall traffic exceeded its goal by 15%, with 45,982 click-throughs to the landing page vs. 40,125 projected. The combined elements of objective data, A/B testing, diverse media buys and promotion contributed to clear metrics and outstanding reach for the Rochester CVB.