Gregory Alan Isakov.

The Challenge

The objective of the campaign, further to positioning Colorado in such a way, was to increase awareness of the state in the first year of representation in this market through a multi-platform campaign incorporating digital and radio coverage, as well as an event – gaining a high reach with a competition to ensure engagement.

Our Role

Linkd Tourism utilised the first Australian tour of local Colorado folk singer, Gregory Alan Isakov, to promote his home, Colorado, as a destination that inspires and nurtures creativity, as well as being a hub for live music, to the Australian market.

To ensure the campaign’s reach over both traditional and digital channels, Linkd Tourism secured two prizes of a trip for 2 to Denver, Colorado for consumers to see Gregory in concert at Red Rocks, with a stay at hip Denver hotel, The Maven, car hire provided by Linkd Tourism’s partner, Alamo Rent A Car, and 2 further nights’ accommodation in another region of the state.

The Results

  • 2,576 competition entrants across radio and
    online campaigns
  • 194,364 impressions achieved through digital adverts (exceeding 150,000 target), delivering 216 ad server clicks
  • 182,190 impressions, 5,765 post
    engagements and 4,776 landing page views
    through social media amplification
  • 5 radio interviews secured which reached
    combined audience total of 1,258,000
    and an AVE of $29,470 AUD
    ($22,103 USD)
  • Trade coverage following event on Travel Weekly – further 45k reach and $5,000 AUD ($3,750 USD) value
  • Total reach of 4,207,288
  • Combined paid and earned advertising equivalent value of $143,870 AUD ($107,903 USD)
  • 22 key media and trade contacts given complimentary tickets to Gregory Alan Isakov’s concerts in Sydney, Perth, Melbourne and Brisbane
  • 16 guests attended pre-concert event and meet-and-greet in Sydney