The Cherokee County, Alabama Chamber of Commerce & Tourism
AWARDS
2022 Addy Award Bronze: Social Media Campaign
Positioned in northeast Alabama and home to Weiss Lake, Cherokee County is a small-town retreat within a 2-hour drive of Atlanta, Chattanooga, Huntsville, and Birmingham. Boasting abundant natural beauty with a cost of living more than 20% below the national average, the community has cross-demographic appeal for recreationalists and retirees alike.
The Cherokee County, Alabama Chamber of Commerce & Tourism invested in strategic planning over several years, which positioned Cherokee County to become the “next big” quality-of-life destination. Outdoor recreation was identified as an especially strong draw for both livability and tourism.
To fully realize the opportunity, leadership sought an experienced place marketing agency capable of re-engaging previous local visitors, as well as building fresh regional and national interest.
In a series of campaigns, Red Sage leveraged video-driven digital and social advertising, influencer strategies, and custom tactics to captivate core target audiences.
Successful place marketing, including digital marketing in the travel industry, requires authenticity. So focusing on the County’s outdoor appeal for diverse age groups and interests, our creative tapped into core motivators that often get people outside – adventure, discovery, and relaxation.
A multi-ad livability campaign on Facebook and Instagram delivered above-industry performance, reaching 175.4K people with 26,300 estimated ad recall lift at under $0.01 per result. A recreation-focused campaign outperformed even further, generating 585.1K reach and 48,400 ad recall lift at under $0.003 per result. The client has reported significant increases in commerce and tourism, fueling additional integrated placemaking initiatives with Red Sage. The “Feed Your Adventure” social campaign also earned a Bronze American Advertising Award.
