Explore St. Louis

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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

  • 1.44 Billion Impressions

    Landed through over 300 broadcast, print, and online placements.

  • 159% Increase

    In-park visitors one-month post-opening.

  • 20.5% Increase

    In overnight arrivals to St. Louis.

Get in Touch

Interested in how DCI collaborates with our clients to increase visitors and business inquiries?
Contact DCI