Special Delivery
More Than Just Bills
Remember when getting mail was an exciting highlight of the day and not just a reminder of how much you owe someone? Well we wanted to capture that feeling again, so when our friends at the Augusta Convention and Visitors Bureau (ACVB) asked us to help them launch their new Come See Augusta campaign, a mailer was a no-brainer.
S.W.A.G. (Stuff We All Get)
Launching a brand new campaign is tricky, especially when it’s a travel campaign and the majority of your audience is stuck at home. We needed to generate excitement and buy-in, so we went back to old faithful: free stuff. We worked with the ACVB and our roommates at Showpony to create custom packages jam-packed with swag to mail across the community (and the country).
“We were excited to launch our new campaign and knew that community support of this initiative was crucial. Getting the word out by equipping our city with swag was the perfect (and fun) solve.”
Lindsay Fruchtl / VP of Marketing
Easier Than Getting A Stimmy
We took a grassroots approach to getting the bags in mailboxes and ran a social media push promoting the giveaway. Our goal was to get the Come See Augusta merch in as many hands as possible and gain a little user generated content along the way, so we kept the rules pretty simple: Follow the ACVB on social and post a photo of your favorite Augusta spot with #ComeSeeAugusta. The community responded by posting some hidden gems around the city and we responded by stuffing their mailboxes.
Work In The Wild
Hundreds of bags were sent out all around Augusta, up and down the eastern seaboard and even as far west as Arizona. The great social content didn’t end when the packages were sent—everyone embraced the campaign and took the message on the bag to “spread the love” to heart. #ComeSeeAugusta picked up steam, organic posts were created and shared, and the gear started popping up around the nation.
All in all, not a bad effort for pandemic travel marketing.
"Is there anything more exciting than a gift in the mail? This one kicks it up a notch with vibrant color, texture and style that reflects our campaign’s grassroots authenticity, helping to stir up local enthusiasm (right outta the bag). We want Augustans to be even bigger fans of Augusta than our visitors!"
Rachel Baker / Brand Lead
