A code-cracking campaign for the Capital Region USA

 

 


 

Scenic spyways wanted poster

 

A code-cracking campaign for the Capital Region USA

Project

The Capital Region USA boasts a rich history of spy activity and is why Washington, DC is known as the Spy Capital of the World. The region is also famous for its picturesque Scenic Byways.

The Capital Region USA tourist board wanted a campaign to promote this to the UK tourist market and grow their email sign-up database.

 

Insights

We decided a great way to allow the audience to see what the region had to offer was to take them on a tour with a twist.

We designed and created Scenic Spyways, a fun and engaging online campaign game where players would take on the role of a secret agent chasing a spy across the Capital Region USA. This provided us with the opportunity to tie in both the spy and Scenic Byways elements that the area is famed for, whilst also allowing us to showcase the many other tourist attractions.

Players were directed to fake blogs, Instagram accounts and other external online content we created, all of which would help them solve a number of fun challenges and get closer to pinpointing the location of the spy and winning the prize of a trip to the USA.

To promote the campaign, we designed and built a set of HTML emails that The Capital Region USA sent out to their existing database and also designed a number of Facebook ads that were set up to reach their target audience.

 

Outcome

The campaign is still running at the moment, but we've received some really good feedback on it and the early signs are that new users are registering every hour.

 

“We are really excited about the launch of this innovative new game that showcases the thrilling and fun side of our region. We hope that people of all ages will enjoy playing the game over the festive season”

Matt Gaffney, President and CEO of Capital Region USA

Included

  • Digital strategy
  • Campaign architecture
  • Website design and build
  • Content creation
  • User testing
  • Facebook advertising
  • Email design and build
  • Email broadcast
  • Analysis and reporting

Contact us. We'd love to know more about your project.

The Grain Store, 127 Gloucester Road, Brighton, BN1 4AF

+44 (0)1273 811091

info@emosaic.co.uk