Emerging from the pandemic, our strategy team identified a spiked consumer interest in responsible travel. More specifically, sustainability, equity, and a desire to connect deeply to local culture and community for their own enrichment and wellness. Being mindful and recognizing these moments while visiting requires only a simple moment of pause. With that insight we concepted and executed the campaign, Pause & Effect.
:30 Video/TV
Print and Partner Signage
Social Media Parallax Moments
The integrated campaign led to an increase in incremental trips and incremental visitor spend. The current ROI, as verified through third-party research company Longwoods, is more than $240 for every dollar invested in marketing – the highest ROI of any other destination currently using Longwoods across the U.S.
In February 2023, our work with Sonoma County Tourism received the American Advertising Awards Mosaic Award. An award which honors companies and individuals who embody the mosaic principals – an action-oriented roadmap to create a more inclusive industry. We took our own advice to pause and consider how we can make an impact and this was the effect. That’s pretty cool.