Visit Mississippi

DCI’s influencer relations provided a solution to bring family and adventure travelers to Mississippi.

Visit Mississippi needed to reach new audiences and boost visitation, but traditional marketing efforts were falling short. Partnering with DCI, the state went digital, adopting an influencer strategy that generated real results by meeting travelers where they were most active – online, via top digital content creators.

Services Digital Marketing Social Media Marketing Influencer Marketing

The Challenge

Nestled in the Deep South, Mississippi recognized its potential to attract travelers journeying across the country by car, especially families and outdoor enthusiasts. Yet, unlocking this potential proved challenging. The key lay in identifying the most effective strategy to enhance American traveler perceptions of the state and selecting which attractions to highlight that would best resonate with road trippers coming from various markets.

The Solution

Visit Mississippi teamed up with DCI to embrace a digital approach. Together, they focused on promoting family and adventure travel in the state's lesser-known regions by negotiating partnerships with a diverse group of content creators, known for their strong engagement with family travel or outdoor adventure audiences. The state-sponsored partnerships required each creator to visit at least two distinct regions within the state, ensuring that the content produced showcased the breadth of experiences and natural beauty Mississippi has to offer.

The Results

38.6 million

impressions across social networks
140

pieces of social content secured by four partnerships
52,000

engagements on social media
$905,000

in earned media value

@visitms is so Underrated 🤯 We visited Mississippi last weekend and it completely blew us away with the natural beauty of the south!

@Theloverspassport

The digital influencers' social media content highlighted the state’s diverse natural attractions, from sunsets at Tishomingo State Park to the lush trails of the Lee Tartt Nature Preserve, enhancing Mississippi's reputation as a prime destination for outdoor enthusiasts.

Campaign results also showcased a variety of Mississippi's family-friendly adventures and local culinary offerings, effectively helping to change perceptions of Mississippi as a destination for multigenerational travel and those seeking rich cultural experiences.