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Insights into what went into HSMAI Adrian Award 2021 winning entries, excerpted from the HSMAI SPECIAL REPORT 2021 Adrian Awards: Platinum and President’s Award Honorees.
PLATINUM – DIVERSITY MARKETING | DISCOVERATLANTA.COM
Agency Partner: MADDEN MEDIA
BACKGROUND
Atlanta Convention & Visitors Bureau (ACVB) and their agency partner Madden Media set out to develop a new website that showcased Atlanta’s diversity and create a personalized experience for each website visitor.
CAMPAIGN
When a user reaches the homepage, they are greeted with a large header video that features couples and families of all ages and ethnic backgrounds discovering things to do. The agency worked with local Black content creators to write inspiring, personal stories of their favorite places to spend time in Atlanta, so travelers got a local’s view of the city.
RESULTS
The ACVB successfully added several Disadvantaged Business Enterprises to its membership base. The bounce rate has improved by 7% and the number of pages per session increased by 58%. Organic search visits have increased by 27% and new users coming to the site have increased by 30%. Four stories on DiscoverAtlanta.com became featured snippets on Google search results in the first month, and organic traffic page views also increased by 83%.
Enter the 2022 Adrian Awards Competition
