Event Marketer Summer 2023 - 38

BEST EVENT ON A BUDGET
($500,000 OR LESS)
EX AWARD WINNER
CAMPAIGN: Surprisingly Savannah
CLIENT: Visit Savannah
PARTNER: Engage & Resonate
When Visit Savannah prepared to produce
its first out-of-state pop-up, determining
the best market to activate in wasn't left to
chance. The organization leveraged a research
study that identified New York City as its
biggest market opportunity to drive travel to
the historic destination. Add to that the fact
that non-stop flights to and from NYC had
just become available, and the brand was well
poised to lure locals away from bustling city life
and into a hassle-free getaway to Georgia.
Naturally, the " Surprisingly Savannah "
pop-up in New York's Gansevoort Plaza was
full of surprise-and-delight moments that
gave consumers a taste of Southern charm and
Savannah's renowned hospitality roots. Every
interaction was designed to be an authentic
representation of the city's history, culture,
music venues, outdoor spaces, boutiques,
events and revitalized restaurant scene.
Outside the pop-up, an archway adorned
with Savannah-style Spanish moss and local
florals (with fragrance machines bolstering
their aroma) greeted visitors, as did a brightred
door that read " Welcome, y'all! " There was
also a music stage and a free oyster shucking
demo and tasting experience, immersing
attendees in the Savannah lifestyle from the
get-go.
Inside, visitors were met with a custombuilt,
12-foot-tall Savannah oak tree at the
center of the space. From there, they could visit
a mocktail bar serving up rosemary hibiscus
lemonade and Southern-influenced bites. To
highlight one of the city's attractions-an open
container law-Visit Savannah encouraged
attendees to carry their drink around while
experiencing the activation.
There was also an interactive wall where
consumers could share their answer to " When
I Travel, I Love To... " which created a chance
for brand ambassador " Travel Guides " to
strike up conversations. At a Travel Swag
area, attendees received a leather luggage tag
customized by a local calligraphy artist, while
a photo booth allowed them to choose from
four Savannah backdrops. Finally, at the Visitor
Info Center, consumers could learn more about
planning a future trip.
The strategy ultimately helped Visit
Savannah break a single-day foot traffic
record in Gansevoort Plaza and generated a
50-percent increase in year-over-year traffic
to VisitSavannah.com from the New York City
area.
38
EVENT MARKETER SUMMER 2023
eventmarketer.com

http://www.VisitSavannah.com http://www.eventmarketer.com

Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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