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- When The New York Times gave 35 states a failing grade in civil rights education, the U.S. Civil Rights Trail was born with the goal to increase overall public awareness using an interactive website.
- 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.
- Over 4 years the campaign created one million page views to the site, seven million social impressions, and over three million banner impressions.
- Based on the success of the campaign, a complementary book was written and sold nationally.