Stretching over 20 miles long, the Chesapeake Bay Bridge-Tunnel is an engineering marvel. Taking travelers both across and under the historic Chesapeake Bay, this structure is as much a destination as it is the journey. In 2019, the bridge authority tagged my agency to create a digital campaign that raised awareness and increased travel to this unique structure.
But for this campaign to succeed, we needed more than a compelling story. Ultimately, we needed to connect with travelers during decision-making moments, either before or during their journey. Utilizing Waze navigation - we created tailored ads targeting drivers in the region.
What's more, we designed Facebook ads focused on neighboring destinations highlighting the benefits of traveling across the Bridge-Tunnel.
A few months after launching this campaign, the Chesapeake Bay Bridge-Tunnel experienced over 9-million impressions, over 35k campaign engagements, and more than 10,000 summer travelers.