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VisitPA Foursquare Case StudyTRANSCRIPT
Pennsylvania Tourism and Foursquare
The Situation.
No, not that guy. This is PA, not Jersey.
During one of the deepest economic downturns on record,
we needed to develop an integrated campaign to renew
interest in travel to PA and increase visitation throughout
the state.
The Idea.
The Fantastic Roadtrip-a-Matic
Create a unique roadtrip experience that lives online, is creatively packaged and
perfectly turnkey for visitors.
Leave room for spontaneity and unique travel preferences.
Keep it close: within driving range and a tank or two of gas.
…add a social gaming level to the experience that is
totally unique and exclusive to the state of PA.
In May of 2010, the PA Tourism Office launched an extensive partnership with
Foursquare to make the state more discoverable to travelers, increase awareness
for history, shopping and dining attractions across the state and lead to visitation.
The PA Tourism Office was the first state to partner with Foursquare and created three
special PA “badges”
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KEY COMPONENTS
Pitch FS to partner with visitPA and secure an agreement.
Feature venues across entire state.
Encourage businesses to participate.
Educate PA regions/CVB’s about Foursquare & its value to tourism.
Offer a great experience/provide value to FS users.
Create themed badges that were fun & promoted PA’s ownable assets
Integrate seemlessly into the traditional campaign components.
Drive traffic to visitPA.com.
Support existing visitPA SM channels.
Create elements that made it stand out from other FS partners.
The Numbers.
In less than 50-days we picked up 9,000 followers that unlocked 1,532 badges and ‘checked-in’ at 4,596
Pennsylvania Foursquare locations.
Today, we have over 17,000 friends that have unlocked 4,663 badges and 13,000 ‘check-in’s’ at 180 (and growing) locations
throughout Pennsylvania.
Marketing Support
Online Ad Buy
Facebook Ad Buy
Facebook Contest
PR
visitPA SM accounts
DMO Partners
QR Codes
visitPA.com
Adweek
Brandweek
Cincinnati Enquirer Online
CNBC Online
Jaunted
Mashable
Orlando Sentinel Online
Boston Globe Online
Los Angeles Times Online
The New York Times
… and many more
78. Million impression totaling $770,000 in ad equivalency
PRESS HIGHLIGHTS
WOM in Social Networks
Google Analytics
May 10 - September 30
28,517 Pageviews
23,040 Unique Pageviews
2:25 Avg. Time on Site
55.85% Bounce Rate
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