The 2025 campaign for Visit Rainier Pierce County sought to increase overnight stays in Pierce County by driving tourism through a year-round strategic digital advertising campaign.
The campaign aimed to effectively promote the region’s unique lodging options while balancing a cohesive overall theme with the distinct character of individual cities and towns within the counties.
Additionally, this year’s campaign faced the challenge of closures near the park and decreased funding for advertising, which we were tasked with navigating through and meeting goals nonetheless.
To achieve the goal of increased tourism and lodging bookings, the campaign focused on:
The creative direction was inspired by the adventurous and wanderlust-driven spirit of the Visit Rainier brand, distinctly divided into flights for each season. The campaign was designed to attract diverse audience segments, including young adults, families, and friend groups, through a variety of tailored themes. For example, the “Girls’ Trip” concept targeted younger travelers, while other messaging catered to families seeking seasonal adventures (“Put Your Dancing (Snow)shoes On!”) or couples seeking a romantic getaway (“Wanderlust is Calling”).
To reinforce the campaign’s seasonality and immersive appeal, all visual elements were carefully curated to reflect the region’s natural beauty across winter, spring, summer, and fall. The result was a dynamic and engaging campaign that not only drove measurable engagement but also authentically captured the essence of Pierce County as a premier travel destination.
To develop a results-driven campaign, we engaged in a structured and collaborative strategy with Visit Rainier. Quarterly creative brainstorming sessions with our client provided valuable insights into the brand’s identity, target audiences, and overarching tourism goals. This process was complemented by in-depth research and feedback analysis from key stakeholders, including:
By analyzing historical performance data and industry trends, we identified the most impactful digital advertising channels to maximize reach, engagement, and conversions. This strategic approach ensured that our campaign was both data-driven and innovative, optimizing ad placements to drive measurable results.
Bringing the Vision to Life:
The campaign was executed through a multi-platform digital advertising campaign across Meta, Google, and YouTube, each selected for its unique ability to engage different audience segments.
Beyond ad placement, we enhanced the digital experience by providing design consulting services for the landing page. This optimization ensured that messaging remained consistent across platforms, while also enabling seamless tracking of key performance indicators (KPIs) such as button clicks, user engagement, and time spent on site. The result was a seamless, mobile-friendly experience that effectively converted interest into action, reinforcing Visit Rainier’s brand presence and driving lodging bookings.
This strategic, research-backed approach successfully brought our vision to life for Visit Rainier, resulting in an engaging and effective campaign that drove measurable impact across all digital touchpoints.
Through a strategic, high-impact social media ad campaign, we generated outstanding results, including record-breaking lodging referrals. Pierce County is the majority driver of referrals out of the 4 counties that Visit Rainier serves, so this annual campaign is a crucial foundation for overnight tourism in the region, bringing an estimated $2.1M lodging impact to the region. Our 2025 campaign not only showcased the breathtaking beauty and attractions of Pierce County but also reinforced its status as a premier travel destination, and ultimately, the power of digital marketing in a volatile industry with ever-changing restrictions and challenges.