Dont be afraid to get obscure! How to build destination awareness - - PowerPoint PPT Presentation

Don’t be afraid to get obscure!

How to build destination awareness by leaning into the unique and curious

With Visit Buffalo Niagara & Atlas Obscura eTourism Summit 2019

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Why Atlas Obscura?

(1) Buffalo Itinerary feature + Facebook, newsletter, Twitter, Instagram promotion (1)Pin-Drop Video + Facebook, newsletter, Twitter, Instagram promotion (5) New Place pages + Facebook, newsletter, Twitter promotion Standard rotational Media Custom carousel 100% SOV on editorial content 100% SOV on all Buffalo Place pages 100% SOV on Buffalo Destination page Total guaranteed media impressions: 1.4M Minimum guaranteed social impressions: 2.07M

The Campaign Included:

Goals & KPIs

Creative Process

“[The story of Buffalo] involves an explosion

• f art, hand-built bars hidden among

former industrial hubs, and a wave of immigrants and refugees bringing new blood to neglected neighborhoods… Hawley’s three-day itinerary features spots that have been ‘vacant for a generation or more and are now becoming special places again.’ It honors classic Buffalo destinations alongside more recent spots that have added a whole new layer of character to the city."

Case Study Within a Case Study: The Darwin D. Martin House

Watch: Explore a Rescued Frank Lloyd Wright Masterpiece

Key Takeaways

Three Reasons to Try This at Home

• 1. Build awareness of your destination among new

audiences based on their interests (e.g. architecture)

• 2. Show audiences who may have been aware of

your destination a new side to it, new things to do, and give them a reason to come back

• 3. It makes for really interesting, engaging, and

evergreen storytelling! 


Patrick Kaler President & CEO, Visit Buffalo Niagara

Ariel Azoff Head of Partnerships, Atlas Obscura ariel.azoff@atlasobscura.com

Thank You!