Galena Country, a collection of 11 small towns nestled three hours northwest of Chicago, is a destination defined by its charm, history, and diverse offerings. From goat hiking and spoon carving to wine tastings, the region delivers experiences as unique as its landscape. But despite these attributes, Galena Country struggled with two critical challenges: limited awareness and outdated perceptions.
When Galena Country engaged Envisionit, their objective was clear and ambitious---to increase visitation during the off-peak months of February through May while solidifying their reputation as a top leisure destination in Illinois and beyond. With Chicago identified as the primary target market, the campaign aimed to attract urban audiences seeking a serene yet distinctive getaway.
Galena Country’s ultimate vision was to establish itself as Illinois’ “second-best leisure destination” and one of the premier small-town experiences in the United States. Achieving this required not only overcoming awareness gaps but also creating a compelling narrative that highlighted the destination’s unique appeal.
Envisionit was tasked with developing a comprehensive creative and media strategy to elevate Galena Country’s profile, shift perceptions, and drive measurable off-season growth. The approach needed to balance authentic storytelling with data-driven precision to reach and resonate with key audiences while delivering on the client’s ambitious goals.
Our strategy for Galena Country involved strategically-placed charm. We focused on leveraging research-driven insights to craft a campaign that not only resonated with target audiences but also stood out in a competitive regional market. A two-wave campaign rollout allowed us to test, optimize, and amplify messaging, ensuring adaptability and sustained engagement throughout the initiative.
The first wave featured text-only ads designed to intrigue audiences with bold, playful messaging. This minimalist approach grabbed attention, driving high engagement and setting the stage for more immersive content in the second wave.
Building on Wave 1’s success, Wave 2 introduced visually compelling ads showcasing Galena’s distinctive attractions, such as goat hiking, wine tastings, and its charming landscapes. The addition of striking imagery deepened audience interest and reinforced Galena Country’s unique appeal.
Research revealed Galena Country’s niche as a destination tailored for couples, friends, and small groups—differentiating it from family-focused competitors like Lake Geneva and Door County. As a drive-only market, the campaign aimed to expand awareness among urban audiences while targeting secondary markets.
Through geo-targeting, we reached parents visiting family-focused destinations, offering Galena as the perfect retreat to recover from their hectic trips. Pairing this with competitive analysis, organic search insights, and social listening allowed us to align messaging and content with audience interests. Platforms like TikTok, featuring interactive video ads, helped inspire younger travelers and drive discovery.
Central to the execution was the “Not Charming” meta campaign, a playful contrast of Galena’s charm with mundane, unappealing urban experiences. Activations in Chicago targeted subway stations, train cars, and airport baggage claims, with ads featuring QR codes that directed users to custom landing pages. A second phase expanded the concept, incorporating “not charming” seasonal topics like tax season to maintain relevance and intrigue.
The campaign made an immediate impact, generating over 800 QR code scans and 1,500 landing page visits in the first few months. Visitors spent an average of 1 minute, 37 seconds engaging with content, demonstrating strong interest and intent. This data-driven, iterative approach ensured the strategy remained aligned with Galena Country’s goals of expanding awareness, boosting off-season visitation, and attracting younger audiences.
By combining creativity, strategic media placements, and audience insights, we successfully positioned Galena Country as a must-visit destination—transforming awareness into action with measurable, impactful results.
Expanded awareness of Galena Country's offerings:
New audience and market growth:
Boost to off-season/repeat visitation
