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|Charlie L.||Vice President & Director, Media||GA|
Gen-Z Opps: Georgia Tourism launches campaign amid surge in Facebook ad spend
To get Georgia on your mind, Blue Sky, "Ready, Set, Georgia" includes a variety of digital and print media and promotes various coastal, city and small-town areas. Blue Sky also made the cover of a new travel guide. The state has mostly reopened after the pandemic and has had great success with vaccinations, making it a relatively safe travel destination.
So far this year, Pathmatics reports GT has spent roughly $58.2k on digital ads, over 4x the roughly $12.5k it spent within the sam 2020 timeframe. The organization's estimated full-year 2020 spend understandably dropped by 22% to $135.1k from that of $173.3k in 2019. GT has earned around 7.9m digital impressions YTD via Facebook (93%), desktop display (5%) and desktop video (1%) ads.
Of course, this new campaign has a multi-million budget, so spend will continue rising as it keeps rolling out. Remember, it mainly includes digital and print media. Judging by GT's sharply growing digital spend and heavy reliance on Facebook advertising, it's primarily targeting Gen-Z right now. To do so, it may expand into additional paid social channels and/or other digital channels such as OTT and/or podcast. According to Kantar data, GT also invests in print (obviously), OOH, radio and local broadcast.
Agency & martech readers - Nothing leads me to believe this department will shift its roster around anytime soon, so focus your attention elsewhere. Blue Sky also leads GT's media; Miles Partnership handles sponsored content and some digital media.