When the pandemic upended the travel industry, finding the right people to target with advertising became more important than ever for Explore Georgia, the tourism wing of the state’s Department of Economic Development.
The stakes were particularly high—given that it used 2020 to expand its media plan beyond its single annual campaign in traditional media channels, to being more digitally led and continual.
“With a more conservative budget we wanted to find people who were actively searching for travel information,” said Meggan Hood, Explore Georgia division director.
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