The state of Georgia wanted to get Georgians to explore the beauty of their home. Their challenge was reaching Georgians at home, on their commutes, and going about their everyday lives. So they partnered with Movia to target neighbourhoods, local businesses, and town centers to get locals to stay local. With just 10 trucks travelling in the greater Atlanta region over 14 weeks, the campaign targeted 56 million impressions in key suburban neighbourhoods. In addition to captivating creative showcasing the beauty of Georgia, the drivers themselves became an extension of the Explore Georgia brand. They fielded questions about the campaign and handed out flyers with more information about Explore Georgia, bringing the brand to life at every stop. And layering on digital mobile device retargeting helped Explore Georgia reach their core targeted demo with more hyper-targeted messaging. Through targeting the message to relevant audiences, using drivers as brand ambassadors, and retargeting through digital, we were able to get Georgians to keep Georgia on their mind.
About Explore Georgia
The Explore Georgia brand was created by the Georgia Department of Economic Development's Tourism Division as a state government organization designed to show both tourists and Georgians the natural beauty of Georgia. The brand has attracted tourists to all of Georgia’s entertainment, film, digital and art hotspots and continues to pull-in curious sightseers and Georgian locals alike to experience what the State of Georgia has to offer.