VisitPA Foursquare Case Study

2. Pennsylvania Tourism
and Foursquare

3. The Situation.
No, not that guy. This is PA, not Jersey.

4. During one of the deepest
economic downturns on record,
we needed to develop an
integrated campaign to renew
interest in travel to PA and
increase visitation throughout
the state.

5. The Idea.

6. The Fantastic Roadtrip-a-
Matic

7. Create a unique roadtrip experience that
lives online, is creatively packaged and
perfectly turnkey for visitors.
Leave room for spontaneity and unique
travel preferences.
Keep it close: within driving range and a
tank or two of gas.

8. …add a social gaming level
to the experience that is
totally unique and exclusive
to the state of PA.

9. In May of 2010, the PA Tourism Office
launched an extensive partnership with
Foursquare to make the state more
discoverable to travelers, increase awareness
for history, shopping and dining attractions
across the state and lead to visitation.

10. The PA Tourism Office was the first state to
partner with Foursquare and created three
special PA “badges”

11. QuickTime™ and a
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12. QuickTime™ and a
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13. KEY COMPONENTS
Pitch FS to partner with visitPA and secure an agreement.
Feature venues across entire state.
Encourage businesses to participate.
Educate PA regions/CVB’s about Foursquare & its value to tourism.
Offer a great experience/provide value to FS users.
Create themed badges that were fun & promoted PA’s ownable assets
Integrate seemlessly into the traditional campaign components.
Drive traffic to visitPA.com.
Support existing visitPA SM channels.
Create elements that made it stand out from other FS partners.

14. The Numbers.

15. In less than 50-days we picked up
9,000 followers that unlocked 1,532
badges and ‘checked-in’ at 4,596
Pennsylvania Foursquare locations.

16. Today, we have over 17,000
friends that have unlocked 4,663
badges and 13,000 ‘check-in’s’
at 180 (and growing) locations
throughout Pennsylvania.

17. Marketing Support

18. Online Ad Buy
Facebook Ad Buy
Facebook Contest
PR
visitPA SM accounts
DMO Partners
QR Codes
visitPA.com

19. Adweek
Brandweek
Cincinnati Enquirer Online
CNBC Online
Jaunted
Mashable
Orlando Sentinel Online
Boston Globe Online
Los Angeles Times Online
The New York Times
… and many more
78. Million impression totaling $770,000 in ad equivalency
PRESS HIGHLIGHTS

21. WOM in Social Networks

22. Google Analytics
May 10 - September 30
28,517 Pageviews
23,040 Unique Pageviews
2:25 Avg. Time on Site
55.85% Bounce Rate

23. http://redtettemer.com/PAFoursquare/

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