Jackson County Tourism
Jackson County’s robust listing of attractions calls to travelers of all interests throughout the year. With vast mountains, pristine waters, and a small-town feel, no matter what you’re interested in, Jackson County will leave you saying “I’m Going Back”!
I’m Going Back to Jackson County!
Situation
Our team was brought on board to help the Mountain Lakes Chamber of Commerce develop its tourism department from the ground up. Tasked to create a multi-channel campaign that was unique to the area, but simple enough to be memorable to take this ‘pass through’ town to a revisited destination.
Solution
With 92% of people gravitating to reviews and testimonials when considering a decision, and 88% of people entrusting online reviews as much as personal recommendations, we drove the ‘why’ of Jackson County with a campaign that focused on a personable brand and using testimonials to ask visitors ‘why they would make their way back.
Results
We started with identifying three target audience groups for those who would be attracted to the area:
- Explorers – the early adopters looking for a thrilling outdoor experience
- Day trippers – the low cost adventurers looking for a quick day trip with the kids
- Pickers – the quiet seekers looking for the next fishing spot or antique find
The challenge was creating a campaign that could appeal to all three diverse target groups. With that, the campaign “I’m Going Back” was born.
Accompanied with the tagline and messaging, we built a brand founded on a script font treatment that created welcoming visuals for first time or returning visitors alike. A full suite of collateral was built including a travel brochure and trip guide with collectable attraction stickers, all tying into the new website.
