Objective

Amidst the COVID-19 pandemic, The Tennessee Dept. of Tourism sought to raise awareness/educate in-state travelers, and consumers in surrounding markets that were within driving distance, on how to safely enjoy, and travel within/to Tennessee. Out-of-home became a key media channel for this initiative to help with multi-market reach and to deliver outdoor-themed messaging that resonated with the target audience.

Activation

Project X in partnership with VMLY&R, strategically delivered 50-70 weekly TRP’s through a mix of digital & static bulletins, reaching consumers traveling on interstates in and around the state of Tennessee. When activating in priority markets within state lines, the emphasis was on primary and secondary roadways, concentrating placements reading to traffic coming from the suburbs heading into major cities throughout the state. The added flexibility of the DOOH allowed for agile messaging, providing TN Tourism the ability to rotate in new creative at a moment’s notice.

Results

The Safe Travel messaging paired with scenic outdoor backgrounds offered compelling reach and awareness most relevant to the target audience. The overall campaign delivered a 70% market reach and a frequency of 4.7x, exceeding planned deliveries and paid guarantees.