Rhode Island Commerce

As a classic New England destination, Rhode Island has long attracted travelers in search of relaxed beach towns, fresh seafood and grand coastal mansions. We wanted to create a social campaign that would ladder up to our goal of distinguishing this small state from its East Coast neighbors and build upon the powerful local pride that brings together residents and visitors alike.

Our teams collaborated on a campaign to celebrate Rhode Island’s unique summer and fall events. We developed a two-part social media strategy to deploy on Instagram and Facebook, capitalizing on Rhode Island’s visual beauty and inviting followers to engage organically. A Facebook carousel ad showcased a variety of upcoming festivals around culinary experiences, live music, boating, the iconic WaterFire display and more. An Instant Experience (formerly Canvas) on Instagram was set up as an interactive quiz to help our audiences decide which event to attend.

This simple, affordable and effective campaign yielded exceptional results that exceeded our client’s expectations. We saw direct hotel and flight conversions increase by 13 times growth from social media–driven reservations. With a budget of only $1,000, we achieved an impressive 3.13% click-thru rate at $0.13 cost per click and 215,000 total impressions. Significant user engagement on each post helped amplify the message that these events were worth traveling for and truly celebrated Rhode Island’s unique personality.