The partnership between VisitColumbusGA and Digital Edge has raised awareness and brought in requests for proposals (RFPs), leads and site visits for the Georgia destination through strategic digital marketing campaigns targeting the right planners.
This isn’t Columbus, Ohio. This is Columbus, Georgia, and this destination needed to let meeting planners know that. VisitColumbusGA also needed to let them know about the meetings offerings in Georgia’s second-largest city — from NEW hotel product and a convention package in the city’s downtown area, known as the Uptown District, to its cool cat vibes and community-based approach to events.
Enter Digital Edge.
VisitColumbusGA and Digital Edge began working together in fall 2019, and soon after came the pandemic. This led to the development of a phased meetings marketing recovery strategy, and we utilized this approach to test the marketplace, increase planner awareness, generate soft meeting leads and communicate key messaging.
We continued to engage major group segments ideal for Columbus, Georgia, through our content and creative while also methodically reaching new markets to fit the growing destination’s new hotel product and driving interest in the convention package.
In fall 2022, we shifted into a lead generation campaign to encourage planners to travel in-
market for site visits and experience the destination and offerings firsthand. Now, our marketing continues to focus on lead generation and targeting meeting planners, along with the continued focus on raising awareness, which has been expanded to include all four meeting districts within the city: Uptown, Victory, Midtown and North Lake.
Throughout it all, the copy and design always include “Georgia” after “Columbus” for recognition.
Throughout this partnership with one of our legacy clients, we’ve been able to raise awareness and shift perceptions about Columbus, Georgia, as a meetings destination by showcasing the new meetings product, the convention package, unique attractions, top group activities and culture. We’ve also generated leads with the individual site visit campaign targeting the right planners and moving them through the sales funnel. And we drove interest in the destination and RFPs through sales activity before and after trade shows.
(July 2022–September 2023)