Breathing New Life into an Existing Brand
Jackson County had a logo and tagline but also a big challenge: No one thinks of a county as a travel destination. And how could one compete with other well-known mountain getaways in the areas?
Destined for Success
Situated in the western North Carolina mountains, Jackson County offers opportunities for outdoor adventure and exploration among four charming towns. Rawle Murdy was brought in to bring the destination’s “Plan On” brand to life with a primary goal of driving accommodations occupancy from the web.
48%
INCREASE IN GOAL COMPLETIONS
34.8M
SOCIAL MEDIA IMPRESSIONS
35,000
NEW E-NEWSLETTER SUBSCRIBERS
$250K
INCREASE IN ANNUAL OCCUPANCY TAX
WEBSITE DESIGN
Power to the Browser
The completely redesigned website connects things to do and places to see, eat, and stay through a user-friendly navigation. We also streamlined performance to ensure fast page load speeds, alignment with Google’s increased focus on mobility in its rankings and to increase on-site visitor engagement.
WEBSITE DESIGN
Power to the Browser
The completely redesigned website connects things to do and places to see, eat, and stay through a user-friendly navigation. We also streamlined performance to ensure fast page load speeds, alignment with Google’s increased focus on mobility in its rankings and to increase on-site visitor engagement.
BRANDING & MESSAGING
Playing Up How to Play On
We took Jackson County’s established brand to a new level with action-oriented photography, exciting video, and a 360-degree creative strategy that positions the area as the perfect homebase to enjoy the best of the western NC mountains.
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USER-GENERATED CONTENT
Real Travelers Lead the Way
We leveraged real travel experiences (user-generated photo and video content) as the centerpiece of our social media program, which has become a key driver of brand awareness and lead generation within the marketing program.
USER-GENERATED CONTENT
Real Travelers Lead the Way
We leveraged real travel experiences (user-generated photo and video content) as the centerpiece of our social media program, which has become a key driver of brand awareness and lead generation within the marketing program.
SEO + SEM
A Strategy that Really Clicks
Targeting local and regional audiences as well as retargeting website visitors, we created highly successful digital display campaigns that combined strong visuals, playful copy, and immediate actions—like signing up for the enewsletter and downloading the visitor guide.
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