Until Travel Resumes, Explore Georgia from Home
As the spread of COVID-19 was progressing around the world, Explore Georgia, the state tourism office within the Georgia Department of Economic Development (GDEcD), was carefully monitoring how and when the virus would begin to affect Georgia. An updated crisis communications plan was implemented to ensure that the state tourism office would both remain a trusted and respected tourism resource and could continue to provide support for its tourism partners throughout the state.
Early on, it was clear that the COVID-19 response would be unlike any crisis confronted by the state or the tourism industry. Beyond the personnel and health issues that would come into play, numerous factors had to be considered – from initial changes to state visitors’ centers to how tourism would handle a period of time with no little to no travel.
Consistent with crisis plans, the Explore Georgia team paused all marketing and sales efforts, including social media, advertising, media outreach, and international projects. They also began to gather and share information from state and federal officials, as well as GDEcD leadership, with the state’s tourism industry.
As the country adjusted to varying “shelter in place” rules, Explore Georgia began reactivating some marketing channels, adapting its messaging to promote social distancing while positioning the brand as a source of inspiration and respite set apart from world events.
By sharing stories of inspiring people, beautiful destinations, and unique experiences, visitors and fans throughout the world are now exploring and engaging with the state from their homes.
The Explore Georgia from Home campaign is a unique communications effort delivered mainly through social media, email, and relationships with journalists. The campaign has secured placements in a variety of publications to help folks “get away” to Georgia while sheltering in place. These efforts have helped ease the expected decline in website traffic and social engagement, and even improved these rates when compared to other state travel brands. With support from content on ExploreGeorgia.org, all messaging is focused on encouraging everyone to safely “Explore Georgia from Home” and keeps the state top of mind for travelers the world over.
On ExploreGeorgia.org, there is a dedicated page that houses all of the content for the Explore Georgia from Home campaign, making it easy to navigate and share.
Some of the content includes:
• A collection of digital puzzles featuring some of Georgia’s most beautiful destinations and experiences have been widely successful and received more than 100,000 impressions in the first five days.
• A list of streaming movies and TV shows filmed in Georgia that you can watch at home.
• Themed Spotify playlists featuring Georgia musicians to help you relax, focus, or dance.
• A list of food and beverage lessons and demos from Georgia chefs and mixologists.
• A collection of virtual experiences, from digital chats with zookeepers to free concerts with Georgia artists.
• Virtual Backgrounds for Zoom that let you take your next video conference from the Georgia coast, a waterfall in north Georgia, and other scenic spots in the state. The backgrounds have already received more than 8,000 page views since they were published.
And even more content will be added in the coming weeks!
During this unprecedented pandemic, Explore Georgia will continue to share “moments of Zen,” good news stories, and provide a much-needed escape for its visitors and fans. Follow along and share stories from your destination or business by using #ExploreGeorgiafromHome.
Explore Georgia Team
Published April 21, 2020