Best Retail Email Message Campaign

Twice a year, the Atlanta CVB promotes “legendary shopping” in the Buckhead neighborhood. The Atlanta CVB wanted to draw more attention to the area’s upscale retail shops and therefore planned an online advertising campaign. This online media campaign used eMail, paid search & banners and lead generation tactics. A “Register to Win” incentive was used to entice travel and promote eNewsletter sign ups. The Legendary Shopping campaign targeted adults (ages 25-54, with interests in shopping, art & culture and travel and who lived in a 250 mile drive radius of Atlanta. The campaign was skewed towards a mid to upscale suburban market by targeting consumers with a household income of $50,000+. The ultimate goals of the campaign were to promote shopping opportunities in Atlanta, market the destination to selected target markets; collect warm leads (Travel Guide Requests and eNewsletter Opt-ins); send traffic to the Buckhead Shopping site; and encourage Word of Mouth advertising. With a budget of $20k, the campaign message successfully received over 3.8 million impressions and 30,114 click thrus, while generating 2,996 registrations, 2,476 new opt-ins and 266 travel guide requests. The outbound email message received a 14.7% click-thru rate to the campaign message and registration page..

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Location: USA