Winner Digital Influencer, Visit USA Awards, 2017; runner-up Best Content Marketing, Travel Marketing Awards, 2018.
DriveUS1 showcased the diversity of an east coast US road trip for seven state and regional tourism boards in the US, and Brand USA, supported by Hertz and Three Mobile.
It involved one blogger, freelance travel writer Ella Buchan, on a 46-day road trip supported by the Captivate team who amplified content. It resulted in 13 blog editorials and 11 videos published on a number of blogs and social media channels.
It resulted in 35.4 million OTS* and an AVE* of $570,854 over just three months.
Following the campaign, Ella also had freelance pieces published in national consumer and trade media including: This North Carolina vineyard is reviving America’s lost grape, on USA Today’s 10 Best and Orlando for adults in Travel Weekly, further extending the reach and scope of the campaign.
KBC was thrilled to pitch the #DriveUS1 campaign to our clients – Capital Region USA and the Florida Keys. We saw the innovative and impactful story it would make socially and editorially. Everyone knows Route 66 but this showcased an unknown road trip to a UK audience, putting east coast adventures on the radar.”Jo Thomas, KBC PR & Marketing
The judging panelEmma Forrest, Visit USA
werereally impressed by the quality, as well as the sheer volume of content produced, and the phenomenal amount of work that was put into organising the project.”
*OTS = Opportunities To See, AVE = Advertising Value Equivalent measures according to third-party tracker