We paid specific attention to where the ads appeared. Since most people weren't comfortable flying during the pandemic, ads ran in regional tourism publications to promote to a regional audience within a day's driving distance of Spokane.
The campaign's integrated tactics showed Seattle, Portland, Tri-Cities audiences' how to escape the work-from-home monotony and enjoy the fun and interesting activities in the Spokane region—away from crowds.
By the end of 2020, the campaign achieved immense success and delivered more than a 2-to-1 return on advertising spend (ROAS) and generated over 100 million measured impressions. It successfully ran through April 2021.
During the worst year for hotel occupancy worldwide in recent history, the campaign earned $6 million in hotel room revenue for Spokane County. Because of the campaign, Spokane fared much better than other regional cities, with a hotel room occupancy rate of double that of Seattle.