Case Study: Destination Salem grows year-round visitors with Sperling Interactive

Destination Salem boosts October visitors to 2 million+ with Sperling Interactive

Destination Salem, the destination marketing organization for Salem, Massachusetts, faced the challenge of transforming the city's image from a single-season Halloween destination into a year-round attraction. They also needed a dedicated website for their Haunted Happenings event to manage the large influx of October tourists. They engaged vendor Sperling Interactive for services including brand development, web design, and digital advertising.

Sperling Interactive addressed this by creating a visually compelling travel guide and revamping both the Destination Salem and Haunted Happenings websites. A key strategic move was requiring a form submission to access the digital guide, which significantly grew Destination Salem's email list. The vendor also executed targeted Google, Display, and Facebook ad campaigns. The results were substantial, including millions of ad impressions on major platforms and thousands of guide submissions, successfully positioning Salem as a must-visit destination throughout the year.

Destination Salem