Success Story: U.S. Civil Rights Trai
The Challenge
- When The New York Times gave 35 states a failing grade in civil rights education, the U.S. Civil Rights Trail historic travel destination was born with the goal to increase overall public awareness using an interactive website.
The Solution
- Watauga Group, working with 15 state tourism boards, launched the trail and website with an omnichannel media campaign including Paid Search, Social, and Digital Display. The site brought the history of the Civil Rights Movement to life through in-depth explorations of historic sites, interviews with leaders of the movement, and an interactive map that helps visitors plan trips to walk in the footsteps of civil rights pioneers at over 100 landmarks.
The Results
- Over 4 years the campaign created 1M page views to the site, 7M social impressions, and over 3M banner impressions.
- Based on the success of the campaign, a complementary book was written and sold nationally.
