Arlington Virginia Tourism
All in Arlington
When Arlington told us they had it all, we said let’s “GO ALL IN!”
Challenge
Arlington had been in the shadow of Washington DC for too long. It was time for them to step out and be their own entity. But the Covid-19 pandemic caused quite a few bumps in the road and those declines in travel had to be addressed. In addition, a new brand and strategic marketing plan was required to generate revenues from overnight visitation and visitor spending. Arlington needed to be heard, to be seen and to make an impact on their hospitality’s bottom line.
Insight
We knew our audiences were diverse with different needs, but they all resonated with a destination that offers almost everything. They really wanted it all and Arlington delivers on that, big time. That’s because Arlington sits in the center of government, industry and culture. Our nearby neighborly competitors provide some of those elements, but none offer all three. That’s our Trip Trifecta and it’s a winner.
Solution
The team at Fuseideas conducted a strategic discovery and research process to develop a new foundation for Arlington. This would lead us to a new brand identity, creative campaign, and fully integrated, full-funnel media strategy designed to drive interest, awareness and revenue.
What Changed
We changed everything, from the logo to brand voice to attitude. We invited our visitors to jump into Arlington with both feet. And start walking! (Or riding on the Metrorail.) There’s so much to see, do and explore in this beautiful place along the Potomac. We went back to our strategy of encompassing the 3 pillars of Arlington: culture, government, and industry to generate excitement. We reached out with customized messaging to visitors, business travelers, and potential residents so they could experience all Arlington has to offer. It worked and the numbers tell the story:
- 678,000 visits to the website
- 89% increase in new user traffic YoY
- Our digital campaign alone: 85,091,057 impressions (cost per click $2.11)
- Our business digital and native campaign alone: over 14,855 hotel bookings and 234 flight bookings
- 30,740 total estimated nights = over $4 million in revenue!
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