WEST VIRGINIA DEPARTMENT OF TOURISM
West Virginia x AllTrails
To raise awareness of West Virginia’s world-class outdoor recreation, the state partnered with AllTrails to offer free 1-year AllTrails Pro subscriptions to travelers visiting in the fall - turning interest into action at a time when outdoor accessibility was top of mind.
The first-of-its-kind collaboration connected consumers directly to West Virginia’s 1,500+ miles of trails and stunning fall landscapes.
The partnership encouraged people to get out onto the trails during West Virginia’s coveted fall foliage season. The strategy was rooted in a shared brand value of accessibility to life-changing experiences and belonging in the outdoors.
To receive the AllTrails+ promo code, consumers were asked to indicate intent to travel to the state via a custom-designed landing page that showcased campaign assets proven to trigger traveler behavior through a mixture of compelling vista views, information on trail systems, and the AllTrails app features.
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Integrated digital execution that lead consumers to custom-built landing page
AllTrails in-app digital banners and social media content
Paid media plan concentrated on lower-funnel conversion tactics including programmatic display, mobile interstitials, native, search, and social media.
Retargeting strategies to drive landing page traffic and promo code requests.
Public relations and influencer marketing to announce partnership and share timely fall hiking storylines
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West Virginia issued over 24,000 promo codes, and AllTrails confirmed over 12,000 new AllTrails Pro members. This exceeded the original goal by 1,100% as well as exceeding AllTrails' average redemption rate of 30-50%.
Feature in AFAR magazine: You Can Now Get a Free AllTrails Pro Membership—Here’s How
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HSMAI Adrian Awards, Silver President’s Award for Integrated Campaign - Content Marketing 2023
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Brand partnership negotiation & management
Program strategy & development