Case Study: Galena Country boosts off-season visitation with Envisionit

Galena Country drives 38% more website sessions with Envisionit

Galena Country, a tourism group representing a collection of small towns in Illinois, faced the challenge of significantly boosting off-season visitation and attracting a younger audience from key markets like Chicago. They partnered with the vendor Envisionit to develop a fresh creative and media strategy to overcome these awareness and perception hurdles.

Envisionit crafted the "Welcome to Charming" out-of-home advertising campaign, which utilized witty copy and QR codes placed strategically in Chicago's transit hubs and airports. This approach contrasted "not charming" daily experiences with the allure of a Galena getaway. The campaign was a major success, generating over 90 million impressions, increasing website sessions by 38%, and driving a 7% year-over-year increase in short-term rental revenue. Envisionit's efforts also successfully attracted new users, with 87% of active site visitors being new to the destination.

Galena Country