Skip to content

From Scenic Views to Family Fun: How Jefferson City Reached Regional Travelers

2025_Jefferson_City_case_study_main_graphic

Industry

Travel

Goals

Jefferson City sought to build destination awareness among St. Louis-area travelers and inspire visitation by showcasing Missouri’s capital city as a compelling regional getaway. The campaign was designed to highlight the variety of experiences available in Jefferson City—from seasonal events and outdoor recreation to family experiences, scenic views, food and drink, history, and iconic attractions—while maintaining visibility throughout the spring, summer, and fall travel seasons.

Results

Jefferson City generated more than 1 million in total campaign reach and 731 engagements through an integrated mix of print, run-of-site website impressions, branded content, and targeted video/streaming, generating significant exposure throughout the St. Louis region.

Key Product

Integrated Campaign

1,186,916
Total Campaign Reach
731
Total Engagements
2025_Jefferson_City_case_study_secondary_graphic

The Solution

Giving Travelers More Reasons to Discover Jefferson City

Jefferson City partnered with St. Louis Magazine on a multi-channel campaign designed to keep the destination visible to regional travelers from April through October 2025.

Rather than presenting Jefferson City through a single travel message, the campaign showcased the breadth of experiences available throughout the destination. Creative highlighted recognizable attractions such as the Missouri State Penitentiary alongside dining, shopping, outdoor recreation, history, and scenic experiences, positioning Jefferson City as a destination with plenty to discover throughout a getaway.

Branded content added another layer of travel inspiration with Top 5 must-see summer events in Jefferson City. The article generated 1,036 pageviews and was supported by newsletter, social, website, and run-of-site promotion that delivered 135,803 in total reach.

How The Story Reached St. Louis

Jefferson City maintained a strong presence throughout the campaign with an integrated mix of six print ads, a six-month run-of-site website impression campaign, a six-month targeted video and streaming campaign, and a branded content feature.

Together, these placements created sustained visibility across print, digital, and video from spring through fall, reaching travelers across multiple points of their trip-planning journey.

Together, the campaign delivered:

  • 892,050 Total Print Reach

  • 389,885 Total Website Impressions Met

  • 135,803 Total Branded Content Reach

  • 159,063 Total Targeted Video/Streaming Reach

Video That Kept Travelers Watching

The targeted video and streaming campaigns brought Jefferson City to life through a series of creative messages focused on different themes including: GrapesNGrains, Outdoors, Family Fun, Scenic Views, and a broader destination message, with audiences targeted around travel, outdoor, and weekend interests.

The strategy delivered particularly strong results, with video completion rates consistently ranging from 95% to 97% across creative. Against average benchmarks of 72–75% for targeted video and 96–98% for streaming TV, performance demonstrated that audiences weren’t simply being reached—they were staying engaged with the storytelling long enough to experience the message, giving Jefferson City meaningful opportunities to showcase what a trip could look like.

The Impact

By combining broad awareness with targeted storytelling, Jefferson City maintained consistent visibility among St. Louis-area travelers throughout key travel-planning months while showcasing the depth of experiences available beyond its most recognizable attractions.

Most notably, the campaign’s consistently strong video completion rates demonstrated that the creative did more than generate impressions—it held audience attention. Together, the campaign gave Jefferson City both the scale to build regional awareness and the engagement needed to inspire deeper consideration among prospective visitors.

 

 

Ready to partner together?

<p><span style="font-weight: bold;">Let's Chat</span><span style="font-weight: normal; font-family: Helvetica, Arial, sans-serif;"></span></p>