Explore St. Louis
Explore St. Louis Wins by National Park Marketing the Gateway Arch.
When Explore St. Louis reopened the revived Gateway Arch National Park, the destination needed visitors to know. The $380 million project was a coup for the city but needed tourism awareness.
The Challenge
Five years in the making, the iconic St. Louis Gateway Arch, one of America’s National Parks, was to reopen after a $380 million renovation. Among the new tourism developments, the long-awaited Museum at the Gateway Arch scheduled its grand opening. Explore St. Louis and its tourism industry stakeholders faced the challenge of developing a marketing plan to disseminate this messaging to potential visitors freshly and engagingly through earned media efforts.
The Solution
DCI launched an earned media campaign to raise traveler awareness of the St. Louis Gateway Arch Park and increase visitor arrivals. Spokespersons from the cultural institution conducted interviews with media to spur interest in visiting the new tourism attraction. Individual media visits and group press trips garnered national editorial coverage. Broadcast crews arrived on grand opening day ensuring the story reached travelers around the world.
The Results
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Landed through over 300 broadcast, print, and online placements.
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In-park visitors one-month post-opening.
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In overnight arrivals to St. Louis.
