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Discover Prince William & Manassas Online Advertising

Discover Prince William & Manassas Online Advertising

The Situation

The timing was perfect: the 150th anniversary of the Civil War. The location ideal for historic tourism: Manassas, VA, the site of the Battle of Bull Run. The draw was a once-in-lifetime experience: a two-day historic reenactment plus 40 interactive events all commemorating the “moment that changed America.”  

However, despite an integrated on- and offline marketing program that seemed assured to saturate the market, initial sales volume was not meeting expectations. Factors impacting event ticket sales included the rising cost of gas and a trend among travelers towards a longer trip-planning process.

The Solution

The ever increasing popularity of daily deal sites made Groupon a perfect fit for event promotion and tourism sales generation. Through Groupon, the local convention and visitors bureau (CVB) —Discover Prince William & Manassas — looked to generate a high volume of ticket package sales in a relatively short period of time. Creating Results and the CVB:

  • Created two ticket packages (2 adult and Family-2 adult/2 children) to be offered at 50% the actual cost
  • Contracted with Groupon to launch deal for 48-hour period as a featured deal for those registered with local zip code
  • Established unique purchase codes to track conversion from voucher purchase to online redemption for tickets
Discover Prince William & Manassas Online Advertising-solution

The Results

  • The featured deal generated 371 package sales and close to 1,000 tickets within a 48-hour period
  • Package went viral within 1 hour of launching, resulting in greater awareness via social media sites
  • Website visitation spiked the day the offer launched (highest single-day site traffic for the month) with Groupon serving as the 3rd largest referral source for visitation (behind the CVB’s website and Facebook)

One month later, the reenactment welcomed more than 27,000 participants from the U.S. and around the world, including 8,700 Civil War reenactors, 18,500 ticketed spectators and more than 300 volunteers. Prince William County and Manassas received an estimated $27.3 million economic boost from tourism.

Discover Prince William & Manassas Online Advertising-results


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