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Fayetteville Advertising & Promotion Commission

As one of the top tourist destinations in the Mid-South, Fayetteville, Arkansas, knew that its online presence and marketing strategies were not keeping pace. With more than one-third of consumers now planning travel exclusively using online sources, the city had to more effectively drive traffic to its website and redesign the site to get travel planning resources in consumers' hands more effectively.

Marketing Goal:

Research indicated that more than 20 percent of prospects receiving a Fayetteville Visitor’s Guide actually visited the city as tourists within a 12-month period. Our marketing goal, then, was to drive traffic to the website and entice site visitors to request a Visitor's Guide.

Solution:

The Sells Agency was engaged to redesign the website, experiencefayetteville.com, from the ground up with the marketing goals of the site foremost in the redesign. We also developed an online marketing campaign including demo- and geo-targeted advertising on social media sites, as well as marketing to travel enthusiasts on travel-oriented sites, a robust paid search campaign and a 100-page Visitor's Guide.

Results:

Within six months of launching the new site:

  • Average time on the site had increased by more than 43%
  • The online advertising generated more than 5.9 million impressions and 14,000 site visits
  • Visitor's Guide requests increased 459% over the quarterly average before the campaign
  • The number of website visitors who downloaded an electronic version of the Guide increased 213% versus the previous site

The ultimate measurement for the city’s tourism marketing is the amount of tourism taxes collected – which hit an all-time high, vastly exceeding regional trends, which were down significantly. For instance, tourism tax collections for the state as a whole were down 4.7% for the 2010 fiscal year while Fayetteville’s collections bucked that trend and increased year-over-year.


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Experience Fayetteville :30 - Daytime from Sells Agency on Vimeo.

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