Explore the immersive campaign that brought Tennessee's lesser-known wonders to the forefront. Partnering with Graduate Hotels, Atlas Obscura embarked on a journey to reveal the Volunteer State's cultural richness, emphasizing safety amidst the COVID-19 pandemic.
Develop a multifaceted campaign to spotlight Graduate Hotels' properties in Nashville and Knoxville, showcasing Tennessee's unique attractions while prioritizing safety and responsible exploration.
Leveraging a diverse array of multimedia content—including a curated road trip itinerary, custom video series, city-specific itineraries, engaging IG Stories, and custom display ad units—we aimed to captivate audiences by showcasing the beauty of the hotel properties and the unique stories and people that inspired their design, while also featuring nearby places for readers to explore responsibly.
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The campaign garnered over 29 million combined impressions and views. The Road Trip Video Series garnered 4.8 million views, with audiences collectively spending an astonishing 5 years worth of time engaging with the content during the 3 month campaign flight.
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Facebook posts emerged as potent engagement drivers, amassing over 6.1 million impressions and fostering over 62,000 interactions, outpacing industry norms.
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Newsletter campaigns demonstrated remarkable efficacy, boasting a click-through rate of 6.5%, which translated to a substantial 41,759 clicks directed to the sponsored guides.
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Custom display media emerged as formidable conversion tools, yielding over 23,000 clicks to Graduate Hotels. With an average click-through rate of 0.32%, these assets exceeded industry benchmarks, affirming their effectiveness in driving user engagement.
