Growing the Natural State Brand with an Inspirational Digital Campaign

Summer Weather + Destination Marketing = Travel Planning

Arkansas is one of mid-America’s most beautiful travel destinations. At the height of Arkansas’s best summer weather, the Arkansas Department of Parks & Tourism wanted help generating awareness about all the outdoor adventures to be had in the Natural State.

“The ‘My Natural State’ digital campaign captured the essence of adventure, travel and fun in Arkansas, and I’m pleased to see it receive national recognition. With more than 15 million ad impressions, this project hit our target in increasing awareness and driving visitation to the state.”
Joe David Rice, Arkansas Tourism Director

Who Wants to Win an Adventure?

According to the “2017 Wellness Trends” (Global Wellness Summit) and travel research companies like Skift, travel for peaceful experiences, yoga, and the inspiration of nature has been trending up in the past years, and Arkansas is the perfect destination for mindful travelers.

Encouraging people to flee the fuss of everyday life, Aristotle’s creative team developed the My Natural State campaign to promote outdoor experiences that engage all five senses.

We produced an inspirational video showing the State’s opportunities for both peaceful zen and adventure, and our digital team promoted ads and a landing page that invited visitors to enter the drawing for three “sense-sational” Arkansas getaways.

We reached potential travelers from the contiguous states with keyword and topic targeting for display ads and remarketing. Our digital team also promoted the video and sweepstakes across Facebook and YouTube.

Creative

 

Video

 

Landing Page


www.arkansas.com/mynaturalstate

My Natural State

Success Page

Success

EmailFind Your Natural State Email

Animated Banner Example (Click to Play)

 

Several Million Ad Impressions Later…

The tourism department wanted awareness, and they got it. With 55K website visits, 14K contest entries, and 13K e-newsletter signups, the My Natural State campaign produced impressive results. Social media posts also got over 111K engagements as people liked and shared the contest and video.

Our team took the weekend to relax in nature ourselves, and then we were right back to creating client success on Monday… maybe a little sunburnt. 😉