Following short term campaigns in 2021-2022 designed to promote tourism to the area after the initial outbreaks of Covid-19, the State of Tennessee sought a more strategic and enduring marketing program for the Ocoee River. Liquid Spark won the three year marketing contract for 2023-2026 in a competitive RFP process that included 11 total agencies from across the USA and Canada. Our winning proposal centered on developing a strong destination brand for the region with multi-channel campaigns promoting both whitewater rafting on the Ocoee River, the cornerstone of this area, and secondarily, multi-day getaways with exceptional related adventure activities for all ages. We developed a cohesive destination brand from the ground up, including a fresh branding package that leveraged the existing Ocoee River State Park identity, a dedicated destination website, highly targeted digital ad campaigns, new social media channels and positioning, and a library of fresh content including a Corridor-wide film shoot. All this was done in close collaboration with the local outfitters and governmental agencies. The result is an ongoing, region-specific marketing platform designed to outlast seasonal pushes and unify the Ocoee as a must-visit outdoor adventure destination in the Southeast.
“I am thrilled I am to be able to work with Liquid Spark on this project. They are doing a great, very professional job of bringing in top of funnel audiences in their marketing for the Ocoee River. We are seeing year over year improvements in their marketing efforts, which we anticipate are going to have a long range impact on the overall visitation to all of the outfitters on the river.”
