Challenge

Known as the ‘the capital’ of Muskoka, Bracebridge is an internationally recognized tourist destination, but it is also facing a declining millennial population which is vital to ensuring its continued growth. To keep the town thriving, how could Bracebridge show entrepreneurs the benefits of relocating their lives and businesses there while expanding its tourism industry to new heights through an evolved digital footprint?

Solution

We developed a creative platform – THE BRIDGE – and meaningful narratives designed to delight and inspire the targeted audiences. We developed a unique digital hub for two distinct campaigns - tourism and investment attraction - which became the hubs for all content.

The Tourism landing page featured a Buzzfeed-style quiz, helping visitors curate Bracebridge experiences tailored to their own needs. The IA landing page featured videos of local ambassadors sharing their personal stories related to why they chose to base their businesses and live in Bracebridge. Both pages were heavily promoted through paid amplification in social and featured the content on the hub.

Results

27% of Tourism webpage visitors completed the quiz, well above the average conversion rate

Average time per page well above the industry standard

99% of IA webpage visits earned through the targeted paid Facebook posts

 

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