Times were tough for Alaska’s Tourism Industry
Travel restrictions and mandates from COVID-19 hit Alaska’s tourism industry hard in 2020. Alaska’s Travel Industry Association started on a path to recovery to restore jobs and generate revenue in the tourism economy. ATIA’s goal was to unite the tourism industry so Alaska would remain a safe and quality travel destination. We understood two things that everyone could agree on: Alaskans need to be prepared, and have each others’ backs.
A rally cry for businesses
We needed to reframe COVID-safe travel in a bright, future-focused and accessible way. Element developed an integrated campaign to serve as a rallying cry for ATIA members, with messaging unique to Alaskans about what it means to be prepared in our state. The campaign ran 15 and 30-second traditional and streaming TV and radio ads statewide, and featured a new toolkit giving members access to updated Industry Protocols and marketing resources.
An immersive toolkit for small businesses
ATIA featured a new toolkit giving members access to updated Industry Protocols and marketing resources, which became AlaskaTIA.org’s number one visited website.
Results
· 1 million impressions on streaming platforms
· 97% video completion rate, 80% completion rate for audio
· #1 visited page on alaskatia.org
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