WEST VIRGINIA DEPARTMENT OF TOURISM
West Virginia x AllTrails
Stemming from a post-COVID world, interest in outdoor recreation was at an all-time high. But accessibility was challenge, leaving consumers to wonder where to go, what to see and how to accommodate their skill level.
West Virginia Department of Tourism knew it held the answer with 1,500+ miles of world-class hiking trails and stunning fall foliage. Needing to raise awareness of its world-class outdoor recreation, the question was asked: How do consumers engage with the outdoors, beyond booking travel?
And so the first-of-its-kind partnership between a destination marketing organization and AllTrails was born. AllTrails - the most recognized trail mapping app with 45 million members - partnered with West Virginia to offer a free 1-year AllTrails Pro subscription (now Alltrails+) to those committed to traveling to West Virginia in the fall.
The partnership encouraged people to get out onto the trails during West Virginia’s coveted fall foliage season. The strategy was rooted in a shared brand value of accessibility to life-changing experiences and belonging in the outdoors.
To receive the AllTrails+ promo code, consumers were asked to indicate intent to travel to the state via a custom-designed landing page that showcased campaign assets proven to trigger traveler behavior through a mixture of compelling vista views, information on trail systems, and the AllTrails app features.
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Integrated digital execution that lead consumers to custom-built landing page
AllTrails in-app digital banners and social media content
Paid media plan concentrated on lower-funnel conversion tactics including programmatic display, mobile interstitials, native, search, and social media.
Retargeting strategies to drive landing page traffic and promo code requests.
Public relations and influencer marketing to announce partnership and share timely fall hiking storylines
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West Virginia issued over 24,000 promo codes, and AllTrails confirmed over 12,000 new AllTrails Pro members. This exceeded the original goal by 1,100% as well as exceeding AllTrails' average redemption rate of 30-50%.
Feature in AFAR magazine: You Can Now Get a Free AllTrails Pro Membership—Here’s How
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HSMAI Adrian Awards, Silver President’s Award for Integrated Campaign - Content Marketing 2023
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Brand partnership negotiation & management
Program strategy & development