Every destination has its own attractions and amenities. So why do so many look and feel the same? Data intel led us to change the entire value proposition for the Cincinnati USA Regional Tourism Network. Rather than trumpet attractions, we delivered attracted visitors in record numbers with rich human experiences. A deep dive into the data uncovered the insight that travel decisions are driven largely by emotion. That led us to create a totally new brand character with a radically different brand voice. And the results were just as radical.
Seven in ten travelers indicated ads made Cincinnati/Northern Kentucky a more appealing destination
The campaign drove 49,000 incremental visits and generated more than $30M in revenue (+35%)
Overnight visits jumped 10% and length of stay increased by 22%
