Case study 09 · Public sector
City of Elizabeth, Division of Tourism
The city wanted its annual bike ride to draw cyclists from across the region. Attendance doubled, from 1,500 riders to 3,000.
- Client
- Municipal tourism office, Elizabeth, New Jersey
- Role
- James Robinson, Digital Marketing Strategist · 2017
- The work
- Paid social, event video, contests, local press
The situation
Every year, Elizabeth holds the Tour de Elizabeth, a ride through the city's historic streets and along the waterfront. It drew about 1,500 riders, most of them local.
The Division of Tourism wanted cyclists from across New Jersey and neighboring states. It had a city budget to do it with.
What was at stake
A city event gets one day to prove it was worth the money. Empty streets on ride day are a very public result.
What James did
- 01Ran Facebook and Instagram campaigns targeted by location and cycling interest across New Jersey and neighboring states.
- 02Told the story two ways: one video for cyclists looking for a new ride, one for families looking for a day out.
- 03Built momentum before ride day with contests, countdowns, and shareable video, backed by press releases to local outlets and community bulletins.
What changed
The proof
The lesson
One ad trying to talk to everyone talks to no one. Here, the video for the parent with a kid on training wheels reached far more people than the one for the serious cyclist.
Have a date on the calendar and seats to fill?
Book a free Find My Missed Revenue review. James looks at how people find you and what happens when they reach out, and shows you where revenue is slipping.