Case Studies > Tourism > Visit Roswell
Uncovering the Stars: How Visit Roswell Attracts Tourists Through Film and Culture
Leveraging Data and Culture to Transform Tourism in Roswell, Georgia
Highlights
Targeted Insights
Built precise geoframes to analyze visitation patterns around key production studios.
Enhanced Visitor Profiles
Leveraged SmartPIXL to append demographic data and build detailed visitor profiles.
Tailored Engagement Models
Identified visitor interests to optimize engagement strategies for both online and in-person audiences.
Film Industry Impact
Analyzed visitor traffic tied to major production studios to uncover tourism drivers.
about
Visit Roswell, a Destination Marketing Organization (DMO), represents the vibrant town of Roswell, Georgia. Known for its connection to movie productions and rich cultural heritage, Roswell sought to deepen its understanding of visitor behavior to enhance tourism and local engagement.
Challenge
Visit Roswell needed to uncover the driving forces behind tourism in their town. Was the influx of visitors tied to movie productions, construction projects, or other activities? The goal was to draw these individuals into the town to explore local shops, restaurants, and attractions.
We deployed SmartPIXL to better understand our local and out-of-market visitors. We shared the insights with our Board to build stronger advocacy and increase our financial support.
strategy
- Built geoframes using Bullseye around key production studios, including those associated with Tyler Perry, to analyze potential visitor traffic.
- Deployed SmartPIXL to gather data on out-of-town visitors and capture insights about their behavior and preferences.
solution
RMG helped Visit Roswell:
- Build comprehensive visitor profiles using appended demographic data.
- Identify key interests, such as art, theater, outdoor activities, music, and sports, to enhance visitor profiles.
- Create targeted engagement models based on the identified behaviors and interests of both website visitors and in-person tourists.
results
- Film Production Insights: Successfully analyzed traffic patterns around four local film production studios using Bullseye, identifying local residents versus out-of-town visitors and temporary workers.
- Visitor Behavior: SmartPIXL enabled the tracking of onsite visitors and provided insights into in-market advertising campaign effectiveness.
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