CASE STUDY: Greater Morgantown Convention & Visitors Bureau, Morgantown, W.Va.
BTA was challenged with re-branding Greater Morgantown, W.Va. as a visitor destination for the Greater Morgantown Convention and Visitors Bureau. The goal was to develop a progressive yet memorable image for the University city and the outdoor adventure that surrounds it. The agency gave the city’s name a personality by incorporating the first three letters into the campaign graphic and brand promise: MORE! This set the tone for the execution of the campaign, which consisted of print ads, rack cards, e-mail campaigns, Google AdWord campaigns, Facebook campaigns (read more), vehicle skins, gas toppers and an overhaul of the bureau’s Web site. An aggressive media buy included placement of print ads in magazines such as Blue Ridge Outdoors, Recreation News, Ohio Magazine, and Columbus Monthly. This was complimented with continuous E-Mail campaigns.
Headlines and creative included:
Fall into MORE!gantown Festivals
Discover MOREgantown Hidden Treasures
Capture MORE!gantown Fun
Make MORE!gantown Memories
The Greater Morgantown Convention & Visitors Bureau’s new Website launched December 30, 2011.
During the first six months, the site posted significant increases over 2011:
Visitor Traffic . . . . . . . . . . . Up 14%
New Visits . . . . . . . . . . . . . . Up 10%
Pages Per Visit . . . . . . . . . . Up 22%
Average Time on Site . . . . Up 17%
Downloads . . . . . . . . . . . . . Up 23%
The campaign has proven to be very successful and is now in its second year. It continues to succeed with minor modifications to the media, specials and offerings.