Elizabeth City: Brand Evolution Project Spotlight
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The COVID-19 pandemic had a devastating impact on travel and tourism and divided many on when and how they should travel. Through these times of uncertainty, we knew we had to promote a sense of unity throughout Seminole County. Once restrictions lifted and businesses reopened, our objective shifted to help keep Orlando North top of mind for potential travelers searching for a getaway within a drive market.
Our team created the #WeAreONe campaign to bring the community together, virtually. Through real-time updates via Instagram Stories, we highlighted how local establishments worked to combat the crisis while encouraging followers to create “post-COVID-19 bucket lists” for future travels.
As restrictions lifted and local businesses reopened, our messaging shifted from #WeAreONe to #WeAreON—letting residents know that Orlando North was ready to welcome visitors.
Our approach included enlisting a team of influencers to create engaging content for their pages and the Orlando North social media accounts, to give their followers a first-hand look at the activities and attractions once again open to the public in Seminole County.
Finally, to monitor overall public sentiment throughout the campaign, our team implemented a social listening tool to track attitude trends regarding the resumption of travel. We monitored mentions on a daily basis, optimized specific keywords to increase relevant mentions, and used our findings to provide insights for conversations, as well as potential crisis management.
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