Fort Worth Convention and Visitors Bureau
The Goal
Drive unique visitors to fortworth.com, the Fort Worth Convention & Visitors Bureau’s (FWCVB) new website.
The Challenges
No mass media support. Limited budget.
Our Strategy
We took advantage of the FWCVB’s existing relationships with hotels, airlines and attractions to create a series of Fort Worth Getaway Giveaways. We spread the word through email using the FWCVB’s opt-in list and partner lists. Entries were funneled through fortworth.com. Simultaneously, we developed the CVB’s social personality and presence on Facebook and Twitter. Along with posting and tweeting, we used Twitter Search and other listening tools to reach out to vacation seekers and people tweeting about Fort Worth to encourage them to enter our sweepstakes.
The Specifics
- E-blasts touting three Fort Worth Getaway packages
- Website landing pages specific to each getaway
- Postings on sweepstakes and giveaway sites
- Social media personality, voice, plan and community management
The Results
In just four months:
- 20,948 sweepstakes entries
- 15.6% average email click-through rate (Travel and Tourism avg. 2.7%)
- Drove 299,080 visits to fortworth.com, resulting in more than 1,236,700 pageviews
- 3,895 Facebook fans added -- a 34% growth spurt
