Discover Bristol

• Maximize in-state and driveable markets to travel to Bristol, TN through awareness campaigns.
• Leverage geoframes with geolocation targeting to capture post-COVID-19 road tripping audiences.

Relic Agency sought to create a holistic, streamlined approach for Discover Bristol to navigate the aftermath of the COVID-19 pandemic as travel began to resume. Relic Agency helped Discover Bristol stay top-of-mind for newly returning travelers by tailoring their communication during COVID-19 to ease fear, acknowledge safety concerns, and resolve uncertainty among travelers in preparation for the reopened travel market. Relic Agency saw a great opportunity to focus in and reach those travelers in close proximity to Bristol, TN as the average travelers were more reluctant to make further domestic or international trips. Choozle helped Relic Agency capture the drivable markets that surrounded the Bristol, TN area through geolocation targeting and custom geoframes that captured unique audiences open to travel. Relic Agency created custom audiences by uploading visitor lists from Asheville, NC, and Knoxville, TN, and then utilized them by location, serving prospecting ads in Atlanta, GA, Nashville, TN, and Washington D.C. Relic Agency was then able to determine the highest performing drive markets and optimize the location-based campaigns, focusing more of their ad spend towards top-performing geolocations with Choozle, along with other advertising channels. The geotargeted programmatic display campaign was key in supporting the performance of their lower-funnel channels, as they saw an overall increase in conversions. Discover Bristol’s campaign served over three million impressions to highly targeted audiences while maintaining a cost-per-click under $5.