Project Description

2017 Eclipse

Nebraska Eclipse Coalition Campaign

Challenge

Take advantage of a massive one-time opportunity and help represent 10 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 10 communities with 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

To create the desired impact, we created a strategic digital campaign that included a website with information for the 10 communities, Facebook/Instagram ads for each city, and Google Display Ads with retargeting.

  • Website
  • Facebook Ad Campaign
  • Google Ad Campaign

Results / Impact:

The 2017 Total Solar 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 largest 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.

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

People traveled 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.

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

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 the Nebraska State Tourism Facebook page.

Investment was $3.51 per 1,000 Impressions.

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

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

The 2017 Nebraska Eclipse Digital Marketing Campaign won a Prism Award for Small Business – Digital/Internet at the 2018 Lincoln AMA Prism Awards.

Award Winning Work