Defining a Brand and Driving People To It

The Seattle Southside Regional Tourism Authority needed a five-year strategic plan to be the roadmap for the organization. They went through an extensive strategic process to land on “Do More” as the brand insight. Seattle Southside knew they couldn’t compete with the city of Seattle’s tourism marketing efforts, so instead of competing with it, they embraced it. The theme of the campaign is “Seattle’s Backyard” and promotes the value, convenience through Sound Transit’s Link light rail and entertainment options in the area.

Cruxx took a highly targeted approach, reaching people at the highest point of impact in their decision-making process through digital media. This effort included paid social, search and programmatic display.

Marketing ROI continues to increase and, most importantly, occupancy rates for the area are on the rise.