Destination Ann Arbor

Destination Ann Arbor wanted to create buzz and awareness in Chicago, a key drive market for the destination. Media insights highlighted the need to break through the market saturation with a novel approach that would align with consumers’ habits. So we thought – what better way to target a drive market than through carvertising? In addition to sponsoring brand-messaging car wraps on eight rideshare vehicles, we also introduced Chicago to Ann Arbor’s refreshed brand campaign, “A Different Kind of Different.”

Vendor technology captured mobile IDs from the vehicles that allowed us to retarget them with mobile display banners directing them to a dedicated landing page, giving consumers multiple touch points with the Ann Arbor brand. The wrapped vehicles attended five swarm events that aligned with the destination’s desired audiences to raise awareness with large numbers of people. In addition, they also took regular rideshare jobs, continuously exposing a variety of consumers to Ann Arbor.

From May 1 to Aug. 20, 2024, the eight cars drove a total of 44,820 miles around the Chicago area, generating over 8.6 million impressions. Both of these results exceeded the vendor forecast, providing an additional 32.6% worth of brand awareness. The retargeting campaign drove over 500,000 impressions and delivered over a thousand clicks, resulting in a .22% click-through rate, and website inquiries from Chicago increased 369% year over year. The campaign success resulted in further funds to extend the campaign.