Project Description

2017 Eclipse

Nebraska Eclipse Coalition Campaign

Nebraska Eclipse Coalition

Challenge:

Take advantage of a gigantic one-time opportunity and help represent ten diverse Nebraska communities, working together for the first time in their history, to maximize the tourism impact of the 2017 Total Solar Eclipse.

We worked with these ten communities as well as Nebraska Tourism to coordinate a Digital Marketing, Public Relations, and Social Campaign that highlighted the advantages of coming to Nebraska for the 2017 Total Solar Eclipse to key targets.

Strategy

What we created

To create the desired impact we created a strategic digital campaign that included a website with information for the ten communities, Facebook/ Instagram ads for each community, and Google Display Ads with re-targeting.

  • Website
  • Facebook Ad Campaign
  • Google Ad Campaign

Results / Impact:

The 2017 Eclipse ended up being over a $120 million dollar impact on Nebraska in regards to additional sales and lodging tax income.  It ended up being the single biggest tourism event in Nebraska history.

Starting in April leading up to the event, a hotel room couldn’t be found in all of Nebraska outside of Omaha and a few left in Lincoln.  Most communities had to bring in extra help just to answer the phone and reply to inquires about the Eclipse.

In fact Airbnb reported that 1,400 eclipse-related bookings took place in the state, which was worth a combined $166,000 for their hosts.

People travelled from all over the world to stake their spot in Nebraska for the Great American Eclipse.

All members of the Eclipse Coalition (Alliance, Beatrice, Gering, Hastings, Grand Island, Kearney, Lincoln, North Platte, Omaha and Scottsbluff) were presented certificates by Governor Ricketts for their support and dedication to the Eclipse at the annual Nebraska Tourism Conference.

2017 Nebraska Eclipse website

Web Traffic Generated for neclipse17.com

  • 250,405 Total Sessions in 10 months
  • 207,063 Total Users

Acquisitions

  • 68,013 Visitors via paid search
  • 55,032 Visitors via organic search
  • 22,940 Visitors via direct URL
  • 13,802 Visitors via media referrals
2017 Nebraska Eclipse website
Nebraska Eclipse website

Facebook

  • 8,165,787 Impressions
  • 103,189 Website Clicks
  • 28,910 Total Page Likes
  • $.28 Cost Per Click

Facebook Engagement

  • 111,936 People Talking About Eclipse Page
  • 43,201 Post Reactions
  • 17,664 Post Shares (Leading to FREE impressions)
  • 2,770 Post Comments

Page finished with more Facebook likes than Nebraska State Tourism Facebook page.

Investment was $3.51 per 1,000 Impressions.

Content went viral with some ads having over 5,000 Shares.

2017 NE Eclipse facebook page
2017 Nebraska Eclipse facebook post
2017 Nebraska Eclipse facebook ad

Google

  • 4,662,231 Impressions
  • 75,399 Website Clicks
  • $.25 Cost Per Click
  • 2.62% Click Through Rate

Investment was $4.05 per 1,000 Impressions.

Click-through rate on Display Retargeting Ads was 9.19% (industry average is .15%)

2017 Nebraska Eclipse digital ad
2017 NE Eclipse digital ad

Increased Web Traffic

We also drove traffic to specific community pages encouraging people within the region to make the trip in for the Eclipse.

  • Omaha – 20,948
  • Lincoln – 18,509
  • Beatrice – 17,590
  • Alliance – 15,232
  • Scottsbluff – 15,199
  • Grand Island – 11,978
  • Hastings – 9,368
  • North Platte – 8,844
  • Kearney – 8,222
  • Gering – 5,968
2017 NE Eclipse Path graphic

Related Work

Ready to Talk?

DO YOU HAVE A BIG IDEA WE CAN HELP WITH?

Contact Us