Getting visitors to Seattle to not stay in Seattle.
Branding & Advertising
Creative Services
Insights & Strategy
Paid Media
Public Relations
A destination doesn't have to compete with its better-known neighbor to give visitors a reason to stay.
For Seattle Southside, research revealed an opportunity to position the destination as a complement to Seattle rather than an alternative to it. GreenRubino translated that insight into the “Seattle's Backyard” brand positioning, business and marketing strategy, and an integrated tourism campaign designed to increase awareness, encourage exploration, and ultimately drive hotel stays in the region.
The Challenge
Seattle Southside had plenty to offer visitors. What it didn’t have yet was a clear identity.
As a new tourism authority representing communities just a short light rail ride from Seattle, it needed to define what made the region worth visiting, and give travelers a reason to spend more of their trip there.
In other words, we needed to put Seattle Southside on the map.
The Strategy
Research revealed that Seattle Southside didn’t have to compete with Seattle. It could make a visit to Seattle better.
That led to a simple idea: You can do more when you visit Seattle Southside.
And a new way to position the region: Seattle’s Backyard.
The Solution
We turned that idea into a brand, business and strategic plan, then brought it to life through an integrated marketing campaign.
Across advertising, media, PR, digital and web, we showed visitors how staying in Seattle Southside could give them more to see, do and experience throughout the region.
More visitors discovered what was waiting in Seattle's Backyard.
- 7% year-over-year increase in hotel occupancy
- 190% increase in homepage visits
- 125% increase in display adsessions
- 300% increase in sales-material downloads
Mobile visits also increased 458% after the campaign launched.
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
