Greenwood CVB Named
2024 ESTO Awards Finalist
Greenwood, Mississippi Convention & Visitors Bureau (CVB) is proud to announce we’ve been selected as a finalist for the 2024 ESTO (Educational Seminar for Tourism Officials) Awards! Our brand Greenwood, Mississippi: Heart & Soul of the Delta” and our campaign, “Find Your Beat from the Heart of the Delta,” is among the top three finalists in the nation for the prestigious Destiny Award in the Integrated Marketing Campaign category for DMOs with a budget of less than $1 million.
The ESTO Awards are awarded by the U.S. Travel Association, the national, non-profit organization representing and advocating for all components of the travel industry. Being named an ESTO Awards finalist is a significant milestone for Greenwood CVB. Our entry will be featured in the ESTO Awards digital gallery, allowing us to showcase our innovative strategies and community-driven efforts to industry leaders from across the nation.
If we are fortunate enough to win, Greenwood CVB representatives including Executive Director Ashley Farmer and members of The Focus Group team, the marketing agency that developed the brand and campaign, will proudly accept this honor on behalf of our beloved Greenwood community at the ESTO Awards Dinner on Tuesday, August 13, in Columbus, Ohio.
Our Campaign Journey: Finding a New Beat in Greenwood
In January 2023, we launched our brand evolution, Greenwood: The Heart & Soul of the Delta, along with our campaign theme, Find Your Beat from the Heart of the Delta. The objective was clear: increase visitation and extend the length of stays in Greenwood, benefiting our local tourism partners, businesses and community.
Recognizing our prime location in the heart of the Delta, we created a Stay and Stray concept, encouraging visitors to of course, explore Greenwood first, but also the surrounding attractions that make the Delta so unique. Focusing on cultural richness and the vibrant blues scene, we crafted a narrative that resonates with travelers seeking authentic experiences.
Innovative Tactics and Strategies
Our integrated marketing campaign combined a diverse array of tactics to reach our target audience effectively. We focused on:
- Brand Development: Evolved our brand messaging from Southern Spirit Delta Soul to Heart and Soul of the Mississippi Delta to emphasize Greenwood as a central hub for exploring the region.
- Interactive Map: Creating an engaging, colorful, and sustainable interactive map that showcases local attractions while allowing visitors to filter by interests such as history, blues, and arts.
- Digital and Social Media Marketing: Launching dynamic ads and engaging storytelling on social platforms to increase engagement and drive conversions for overnight stays.
- Collaboration with Local Influencers: Utilizing our “Greenwood Soul Mates” blog series to share captivating stories of our residents, cultivating a sense of community and connection.
These strategies proved effective, resulting in a robust ROI and significant growth in visitation and community engagement.
Thank You for Your Support
This achievement would not be possible without the collaboration and support of our local businesses, community partners, and residents who embody the spirit of Greenwood. Together, we are redefining what it means to experience the Delta. As we move forward, we remain committed to promoting Greenwood as the Heart & Soul of the Delta, inviting visitors to find their own beat while enjoying everything our vibrant community has to offer.
Stay tuned for updates and follow our journey on social media as we share our experiences leading up to the awards! Thank you for being part of our story as we continue to make Greenwood shine!
More About the ESTO Destiny and Mercury Awards
The U.S. Travel ESTO Awards recognize U.S. Travel destination and state tourism office members for excellence and creative accomplishment in destination marketing and promotion and foster the development of imaginative and innovative destination marketing promotion programs. The ESTO Destiny and Mercury Awards are prestigious honors presented annually to recognize outstanding marketing and advertising efforts by Destination Marketing Organizations (DMOs) and tourism professionals. The Destiny Awards celebrate excellence in integrated marketing campaigns, innovative strategies, and creative storytelling that promote destinations and enhance visitor experiences. The Mercury Awards, on the other hand, recognize innovative projects and programs that advance the tourism industry through unique approaches to destination promotion and visitor engagement. Together, these awards showcase the dedication and creativity of DMOs across the nation, highlighting their vital role in driving tourism and economic growth in their communities.