Visit Jackson
DCI engaged digital tourism influencers for an innovative campaign.
When Visit Jackson wanted to expand to younger audiences, it was time to swap traditional tactics for influencer marketing. Working with DCI, Visit Jackson helped bolster Jackson, Mississippi, as a travel destination among millennial and Gen-Z travelers by engaging digital tourism influencers.
The Challenge
Seeking to attract more Millennial and Gen Z travelers, Visit Jackson tasked DCI’s digital influencer relations team with advancing its digital marketing strategy to amplify Jackson, Mississippi’s travel experiences. The goal was to reach younger consumers who were subscribers to travel bloggers and content creators instead of traditional travel brands. Visit Jackson faced the challenge of connecting directly with these audiences.
The Solution
Creating the “Follow Me To Jackson” influencer marketing campaign, DCI used Visit Jackson’s existing digital visitors guide to task digital tourism influencers with promoting the destination through custom travel blog and travel content on social media platforms like TikTok and Instagram and YouTube channels. These collaborations with top travel influencers encouraged audiences to “follow” along, encouraging millennial and Gen Z travel.
The Results
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won for outstanding marketing for the campaign.
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on 9 social media influencers’ accounts through campaign partnerships.
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with 29.6 million potential impressions.
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and an excellent engagement rate with campaign content.
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to the DiscoverJXN.MS site from the “Follow Me to Jackson” campaign.
Thank you DCI for helping Visit Jackson win the Mississippi Tourism Association (MTA)'s Social Media Campaign of the Year Award for our “Follow Me to Jackson” travel influencer campaign.
Vice President, Marketing Visit Jackson
