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Group Marketing Solutions for Explore Branson

By Melanie Cornwell & Colette DuChanois

bra-logo

Explore Branson and Digital Edge have worked together as a team to drive awareness for Branson, Missouri, as a destination for meetings, leisure tours and sporting events by changing outdated perceptions and shattering expectations with highly targeted marketing campaigns bolstered by our agency’s suite of B2B solutions.

Changing outdated perceptions & growing awareness for Branson as a meetings destination

Reaching meeting planners in Branson’s target markets & geo-locations

Developing a comprehensive marketing approach to group sales

Driving site visits & booked business

The Challenge
Branson is famous for its live shows. (You’re probably thinking, ”‘Yeah, I know that!”) But just like us, destinations grow and evolve. Explore Branson was on the hunt for an agency that truly gets group marketing for travel and tourism organizations and could raise awareness for Branson as a destination for meetings, leisure groups and sports and its growing opportunities, as well as target the right planners for its destination profile.

Campaign Landing Page

Solution
Explore Branson first started collaborating with Digital Edge in 2019, creating a foundation for success that has extended up to today. We’ve worked together to develop edgy campaigns that:
  • Put Branson on the map as a premier meetings destination
  • Assist in changing the outdated perceptions of some planners and organizers
  • Showcase the convention package and group offerings
  • Keep the marketing for meetings in harmony with Branson’s leisure brand and adaptable for sports and group travel markets, so there was a comprehensive approach to the B2B group sales efforts
  • Create unique campaign messaging and creative concept
  • Use a mixed-media approach
  • Reach meeting planners in Branson’s focus markets and geo-locations through highly targeted digital advertising
  • Provide branded materials and marketing support for the sales team
Melanie
"Developing content and messaging aligned to Branson’s new ‘vacation’ brand provided a unique and collaborative experience to push the boundary while staying in bounds. We wanted to ensure the brand campaign and feel was not only respectful to the brand agency's direction but also to what planners want to see and hear. We continued to drive awareness for Branson as a premier meetings destination, communicate group offerings clearly, play up the convention package and showcase new website content."
MELANIE CORNWELL | DIGITAL EDGE
Content Writer Turned Project Coordinator

Campaign Highlights:

You’re Over the Obvious
(We’re Under the Radar)
2019-2021

Awareness Campaign:

Speaking to the resurgence of interest in the Ozarks and positioning Branson as the destination that “gets it” post-pandemic

Your Meeting
Needs a Vacation
2022-2023

Awareness Campaign:

Developing a digital campaign that reflected the DMO’s overall “vacation” messaging & making it work for the meetings segment

Site Visit Retargeting Campaign:

Encouraging planners to sign up for an individual site visit by submitting a qualified RFP

"With all brand standards, you have to keep the brand top of mind. It's easy to stray away, but putting it at the forefront first makes it top of mind during the development process."
Billy Kelley | DIGITAL EDGE
Senior Interactive Media Designer

The Results
A lot has been done during Explore Branson and Digital Edge’s partnership. A key success has been changing the perception of the destination and growing awareness about its group offerings. Digital Edge has helped the destination marketing organization target the right planners and tell them about the destination’s beautiful convention center and connecting hotel, outdoor activities like top golf courses, and accessibility, from its drivability to its nearby airport.
Kim
“Everyone's, like, ‘Oh, wow. I'm glad that I'm seeing this does have a story.’ You know, they do have a story to tell that they have a lot to offer to meetings and conventions — just people didn’t know about it. So, I believe that they have appreciated the partnership and the awareness we've been able to bring about what they have in their own backyard.”
Kim Ritten | DIGITAL EDGE
VP of Client Strategy

Through the individual site visit program, Explore Branson has had a dozen visits, and nearly all the planners who visited have booked. The destination also has a high rebook percentage.

Digital Edge has also set up Explore Branson for continued success through its first CAB that provided insights directly from meeting planners to grow and develop the destination.

Throughout it all, Digital Edge has been dedicated to ensuring Explore Branson’s group-focused campaigns align with the destination organization’s branding and convey solutions for planners’ needs.

By-the-Numbers

Explore Branson Meetings Site

Sessions YoY
↑ 0 %
Users YoY
↑ 0 %
Average Engagement Time
↑ 0 %

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