Campaign Overview: Patriots Point Naval & Maritime Museum is one of the largest museums of its kind in the world and home to the USS Yorktown, the 10th aircraft carrier to serve the US Navy in WWII. Crawford developed the Spring Break campaign to position the museum as a must-visit destination for travelers seeking unique, educational, and engaging experiences during their break, appealing to families, students, and history enthusiasts during the seasonal surge of local travelers.

We deployed a mix of traditional and digital media tactics including Google Paid Search, Performance Max, Paid Social, Radio and Out-of-home. In the lead up to spring break, we focused on upper funnel digital tactics that targeted markets within driving distance.

During the weeks of actual spring break, we purchased consecutive billboards on the drive into Charleston and several Out-of-home activations throughout Charleston, including the Visitor’s Bureau. Then we also implemented an aggressive Google strategy to capture the demand in Charleston to close the funnel.

From February – April, online revenue grew by +121% year over year and return on ad spend grew by 57%.