Situation
Visit KC wanted to expand its regional reach and increase travel from Chicago to Kansas City in 2017 by capitalizing on growing media recognition and inspiring, engaging and educating Chicagoans to show them how KC does arts and culture.
Action
We transformed The Underground, an actual underground bar in the heart of Chicago, into a not-so-secret speakeasy event. In addition, we:
- created an immersive Kansas City speakeasy experience in Chicago
- invited Chicago media, influencers and meeting planners
- hosted some of KC’s best jazz musicians, chefs and bartenders
- supplemented the event with highly targeted in-market advertising
- strengthened visitation interest from Chicago market
Results
The experiential campaign was a resounding success, particularly as Visit KC was able to reach their goal of total estimated economic impact of $1.5 million directly from this campaign.
- 57% traffic increase YOY
- 11 million social media content impressions
- $0.46 cost per engagement
