With a full suite of services under one roof, Orange 142 helped Discover Atlanta launch a multi-faceted campaign and deliver results that exceed industry standards.
|
Website Visits |
CTR |
Video Views |
Email Open Rate |
|
263,911 |
1.5% |
697,000 |
22,57% |
About Discover Atlanta Convention & Visitors Bureau
Established in 1913, Atlanta Convention & Visitors Bureau (ACVB) is the official destination marketing organization for the city, and is responsible for promoting the city as a premier destination for leisure travel and meetings tourism.
A private, not-for-profit organization, Visit Atlanta works to increase visitation, support local businesses, and position Atlanta as a leading destination for culture, dining, and events in a highly competitive tourism landscape.
Discover Atlanta tapped Orange 142 to develop a multichannel campaign due to our extensive expertise in the Travel & Tourism sector, and because we are a nationwide full-service digital media agency, offering marketing services and media solutions under one roof.
The Challenge: Standing Out in a Competitive Tourism Market
Discover Atlanta wanted to build awareness in one of the most competitive tourism markets in the country.
Atlanta consistently competes with the top U.S. destinations, including New York City, Los Angeles, Las Vegas, Orlando, and Miami. These markets have massive marketing budgets and global visibility.
Additionally, Discover Atlanta was competing for high-value audiences, including leisure travelers and meetings and convention visitors. Competition for these visitors is especially intense and visitor expectations are high.
To succeed, Discover Atlanta needed to:
- Reach the right audiences at scale
- Stand out against larger, better-funded destinations
- Drive meaningful engagement, not just deliver impressions
- Convert interest into site visits and ongoing interaction
The challenge was not simply to increase awareness, but to compete effectively for attention and influence travel decisions in a crowded, high-stakes market.
The Solution: An Integrated Approach to Branding & Targeting
Orange 142 developed a coordinated campaign that combined brand development, creative execution, and multi-channel media activation.
Brand Development and Creative Execution
Orange 142 began with a comprehensive branding and strategy initiative, which included campaign messaging and creative assets designed to showcase Atlanta’s unique appeal. A key goal was to tell a cohesive brand story across all digital channels and audience behaviors.
Video and Paid Media
The campaign used video and display media to build awareness and reinforce brand positioning.
- YouTube video ads delivered engaging content to targeted audiences
- Programmatic Display campaigns expanded reach across relevant sites and environments
- Remarketing tactics re-engaged users who had already interacted with the campaign
These efforts ensured that audiences were not only reached, but also reminded and encouraged to continue engaging.
Paid Search
Paid Search campaigns captured users actively searching for travel-related information, helping guide high-intent audiences to Discover Atlanta’s website.
Email Marketing
The team designed an email marketing campaign to maintain ongoing engagement with interested audiences, delivering relevant content and reinforcing the campaign message over time.
The full-funnel approach succeeded because each channel had a clear role:
- Video and display built awareness
- Paid search captured active interest
- Remarketing brought users back
- Email sustained engagement
Together, these efforts created repeated exposure and multiple opportunities for users to engage with the brand.
Results: Strong Reach and Engagement
The campaign delivered both scale and performance across channels:
- 17.5M+ impressions served, significantly expanding reach
- 263,911 clicks to the website, driving sustained traffic
- 1.5% click-through rate (CTR), outperforming typical display benchmarks
- 697,000+ video views, reinforcing brand messaging
- 22.57% average email open rate, indicating strong audience engagement
These results show that the campaign succeeded in reaching a large audience and drove above-average interaction across display, video, and email channels.
By combining brand development, creative execution, and coordinated media activation, Orange 142 helped Discover Atlanta increase visibility and drive meaningful engagement across channels.
