Mystic Seaport – SeaShare

Overview pr/social/experiential
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Insights

Mystic Seaport, a popular tourist destination in Connecticut, wanted to shore up business for the summer travel season. The challenge was how to make an old site steeped in history seem fresh and new.
Mystic Seaport, a popular tourist destination in Connecticut, wanted to shore up business for the summer travel season. The challenge was how to make an old site steeped in history seem fresh and new.

Ideas

Adams & Knight created an electronic communications campaign that integrated social media and outdoor billboards. The campaign didn’t just persuade people to come to Mystic Seaport. It engaged them to visit . . . in order to participate in a contest. During the three-month promotion, visitors were encouraged to submit photos of their trip via Facebook, Twitter and Instagram with the hashtag #seashare for the chance to be selected and have their photo displayed on two billboards in Connecticut. 
Adams & Knight created an electronic communications campaign that integrated social media and outdoor billboards. The campaign didn’t just persuade people to come to Mystic Seaport. It engaged them to visit . . . in order to participate in a contest. During the three-month promotion, visitors were encouraged to submit photos of their trip via Facebook, Twitter and Instagram with the hashtag #seashare for the chance to be selected and have their photo displayed on two billboards in Connecticut. 

Impact

This three month campaign helped to spread buzz about Mystic Seaport to more than 7,000 Web visitors. 
• Total number of Facebook followers grew by 5,635, for a 12% increase during the campaign.
• Unique page views amounted to nearly 8,000. 
• Almost 9,000 clicked the unique bit.ly created for the campaign.
• 377 entries were submitted to the photo contest, which resulted in 2,693 votes.
This three month campaign helped to spread buzz about Mystic Seaport to more than 7,000 Web visitors. 
  • Total number of Facebook followers grew by 5,635, for a 12% increase during the campaign.
  • Unique page views amounted to nearly 8,000. 
  • Almost 9,000 clicked the unique bit.ly created for the campaign.
  • 377 entries were submitted to the photo contest, which resulted in 2,693 votes.