Sacramento has long been a welcoming destination for the LGBTQ community, but until recently, their queer-inclusive culture was not a central focus of the city’s outreach and messaging. Visit Sacramento (the public-facing name for the Sacramento Convention & Visitors Bureau) wanted to change that.
Visit Sacramento came to our team with two primary goals
- To promote Sacramento as a welcoming place for queer people
- Promote their local 2022 Pride event
After considering the client’s goals, we formed a two-phase social media campaign. The first phase promoted a sweepstakes which would award one (1) grand prize winner with a trip for two (2) during Sacramento’s 2022 Pride event. The second phase was an awareness campaign to promote Sacramento’s other summertime attractions and events. The landing page for this campaign provided information about the local LGBTQ Pride event, Sacramento’s biggest annual festival (Farm to Fork), outdoor activities, live entertainment and much more.
The target audience was chosen by identifying those most likely to travel to Sacramento based on proximity to the city and past travel data, with additional layering and targeting to identify LGBTQ travelers.
As contest hopefuls entered to win the grand prize, they were presented with the option to sign up for our LGBTQ-centric newsletter. 55% of entrants clicked to opt into our email database, allowing us to re-market to potential travelers with targeted LGTBQ content on a quarterly basis.
The Results: