Since 2007, GDEcD has trusted Engauge to tell their story in the digital space. And to translate this story into interactions that drive travel, tourism and business.
After breaking apart their consumer and business sites, we overhauled the mechanics that were the foundation of the state's communication — things like email, website functionality and thousands of state partnerships. From there, we focused on audience-specific brand initiatives.
Engauge has nearly doubled the size of their email database. And, as the ultimate gesture of a job well done, we are now GDEcD's full AOR.
With the need to blend tourism and business messages now eliminated, the focus of Explore Georgia became purely consumer.
We started by telling the state's story in consumer-friendly terms, encouraging people to "experience Georgia" with pre-planned trip ideas, weekend getaways, inspirational content and special promotions.
The approach worked. In a weak economy that has devestated the travel industry, we've helped Georgia continually outpace national averages and grow tourism tax revenues.
Ease and functionality are critical to the success of Explore Georgia, both for consumers using the site and for state partners who manage their site presence.
Our partner admin tool allows state partners to create and modify their own listings. This level of control means content is always fresh. We also created a consumer-facing trip planner with an integrated booking engine so people can both create and finalize travel itineraries. A single state-run destination for travel and booking.
80 Days of Georgia
Special promotions have played a pivotal role in spurring travel for Georgia. 2011 also marked the confluence of learned state travel intelligence and a deeper understanding of economic-driven consumer spending habits.
With all of this in mind, we developed the 80 Days of Georgia sweepstakes. Leveraging state partnerships, we gave away one new travel package each day, adding up to 130 total partners.
Like many aspects of our work with Georgia, technology played a key role in making this sweepstakes possible bringing
an element of automation to building the