Destination Augusta Receives Regional Award for “Come See Augusta” Campaign

Staff Report

Monday, October 11th, 2021

Destination Augusta was awarded the 2021 Shining Example Award by the Southeast Tourism Society (STS) for Best Marketing Campaign in its budget category for its “Come See Augusta” campaign. Finalists were announced at the STS Connections Conference in Spartanburg, SC. The Come See Augusta campaign was developed by Destination Augusta and Wier/Stewart in an effort help promote Augusta as a sought-after destination.  

“I am extremely proud of the work of Lindsay Fruchtl, our VP of Marketing, and her “small, but mighty” team of professionals who championed this effort even as we all endured the challenges of the past 18 months. But we knew people had the desire to travel when they felt safe, and we wanted them to consider Augusta. The campaign really paid off in creating awareness and converting leisure travel visitation from drive markets in southeastern states primarily within a 200-mile radius of Augusta.” – Bennish Brown, President/CEO 

The recognition was one of sixteen Shining Example Awards presented during the association’s conference, which is comprised of 13 states and the District of Columbia including Alabama, Arkansas, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. 

The campaign was the result of months of research, surveys, listening sessions all incorporating feedback from the Augusta community and beyond. The Come See Augusta campaign features local residents in print ads, billboards, digital ads, and more. The residents also known as “backyard advocates” created their own itineraries for Augusta visitors focusing on history, nature, food, arts & culture, and family-friendly activities.  

“We began development of the Come See Augusta campaign with Wier/Stewart in January 2020. Fast forward a couple of months, and even with the pandemic in play we knew we had to continue this important project to aid in our industry’s recovery. We launched in September 2020 and are excited about how well visitors and locals alike are responding to the campaign. The campaign showcases the authentic and diverse Augusta we call home, and we are being genuine in telling people to Come See AugUSta. Our “backyard advocates” are the heart and soul of this campaign, and we are thankful to them for helping to tell Augusta’s story.” -Lindsay Fruchtl, VP of Marketing