ADVENT CALENDAR SUCCESS CASE

Learn how a town promoted tourism and its local businesses with a digital Advent Calendar

Campaign summary

Leavenworth is a popular tourist destination in Washington, United States, especially during the Christmas period. With the outbreak of COVID-19, the Bavarian-style town was unable to welcome thousands of visitors. To promote tourism and local businesses, The Leavenworth Chamber of Commerce organized a digital Advent Calendar to reconnect with their audience and give them something to look forward to. Almost 5,000 users segistred to participate, opening nearly 60,000 calendar doors.

The organizers found the final result so positive that the town has continued to launch a digital advent calendar every year after that as part of their ongoing strategy to draw tourism to town and promote local businesses. The second edition of the Advent Calendar had almost 6,000 registerd users and the Valentine's version of the calendar saw more than 4,500 users registering.

Keep on reading to learn more about how this successful campaign was created.

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Organizers

Negroni es una marca histórica del sector alimentario italiano. Su marca principal son las salsichas “Golosino”, y para ella puso en marcha una campaña de verano dirigida al público infantil.

De la acción se encargó Promosfera, agencia de marketing especializada en concursos, sorteos y asignaciones directas de premios a nivel internacional. Creen en el trabajo de equipo y en la necesidad de enfrentar cada reto con profesionalidad.

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The Leavenworth Chamber of Commerce wished to promote the Bavarian-themed town nestled in the foothills of the Cascades. Leavenworth sees nearly 4 million visitors a year for its many festivals, including Oktoberfest and the annual Village of Lights lighting display, as well as its natural beauty and outdoor recreation.

The agency in charge of the promotion was Howell at the Moon Productions, a creative video and digital content production company based in Washington, United States. Since 1999 the agency has been providing full-spectrum content, offering professional print, radio, broadcast, and social media campaigns.

Whether you’re a newbie landing page creator or a pro, Unbounce gives you the tools to not only build custom landing pages, but also get more conversions on your website.

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The idea behind the campaign

With the COVID-19 outbreak, the Leavenworth Chamber of Commerce looked for a way to replicate the traditional Christmas feeling, something that is undoubtedly present in Leavenworth. To do so, they looked to create a virtual connection to Leavenworth during a time when the usual in-person holiday festivals were canceled.

The organizers turned to Howell at the Moon Productions to find a means of staying in touch with people around the country who might have, under other circumstances, been able to travel to Leavenworth. And thus, the idea of an online Advent Calendar was born.

The Leavenworth Chamber of Commerce and Howell at the Moon Productions opted for an Easypromos Check-in Advent Calendar that would give participants the chance to win various gift cards to Leavenworth businesses, restaurants, and shops. “The Chamber supported its local businesses by purchasing all of the prizes, as opposed to asking for donations”, points out Jamie Howell.

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The organizers promoted the calendar on social media and created a landing page on the official website of Leavenworth. Both actions highly helped in converting social media users and website visitors into qualified leads. The organizers found the final result very pleasing. These numbers demonstrate the increased brand engagement that came as a result of the interactive campaign. Apart from exposing their audience to the traditional Village of Lights visuals, the organizers also promoted the local businesses and tourism.

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Participation in Leavenworth's Advent Calendar

Benefit 1

21.6K

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Active Customers

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  • Benefit 1

    21.6K

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    Active Customers

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  • Benefit 1

    21.6K

    Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum. Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum. Et has minim elitr intellegat.

    Active Customers

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  • The calendar consisted of a window for each day of the advent period that was shared on social media encouraging their online community to participate in the promotion. Once the participants registered, they could come back everyday to open a new window and find out if they had won a gift card for any of the participating Leavenworth businesses, restaurants, and shops.

    The Chamber of Commerce also encouraged delayed travel, especially during the often overcrowded holiday season. “The gift cards came with no expiration dates so that the winners could truly wait to visit until they feel it’s safe to travel again”, adds Howell.

    Each day, the organizer gave away $100 worth of gift cards. Additionally, for every participation, users earned an additional entry into the Grand Prize drawing on Christmas Day. Two lucky participants won Bavarian Village vacation packages that included hotel stays, dining packages, and local products and activities.

    The results

    A total of 4,962 participants registered in the 2020 digital Advent Calendar. Opening nearly 60,000 doors for an average of 11.7 participations per person. The 2021 version of the calendar was even more successful with 5,827 registered users that opened over 83,000 doors.

    The Valentine's version of the calendar was equally successful with 4,537 registered users opening more than 80,000 calendar doors.

    The responses we heard from participants were overwhelmingly positive. Several hundred of them liked it enough to play every single day of the promotions.”, explains the Creative Director at Howell at the Moon Productions. The Advent Calendar not only engaged but also highly entertained the audience.

    The Leavenworth Chamber merged the newly obtained leads with their current mailing list, allowing them to make future connections with potential visitors. Jamie Howell adds that it was very useful to see where the participants come from. In this case, 73% of users were from Washington State, but there were participants from 47 states and even abroad.

    Directora ejecutiva de Promosfera

    Jamie Howell

    Creative Director at Howell at the Moon Productions

    Easypromos provides a robust infrastructure for online promotions; rapid, responsive technical support; and friendly customer care. The fact that you can build and test your promotion before ever having to pay a dime helped us know for sure that we had the promotion we wanted and that it would work when launch day came. Highly recommended!

    Customize interactive quizzes with Easypromos

    Surprise users and build up expectations with a digital calendar or countdown. Configure the calendar’s daily content to increase participants’ engagement. Design and customize every element of the calendar with the promotion’s images and texts with your brand image or products.

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