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Owned Media Content

Visit North Alabama

Visit North Alabama was ready to ditch the predictable travel brochure. We launched Unexpected Adventures in North Alabama — a destination podcast surfacing the region's hidden gems and untold stories — then made sure it actually reached people.

Client
Visit North Alabama
Industry
Destination Marketing
Services
Podcast Production · Social Media Graphics · Multi-Channel Promotion
Deliverable
Unexpected Adventures in North Alabama
The Challenge

A destination with real stories to tell and no owned channel to tell them through. Traditional advertising could describe North Alabama; it couldn't let travellers hear it. Visit North Alabama needed to take control of the narrative and connect with travellers directly.

Challenge visual
What We Did
01Unearthed the hidden gems and untold stories that make North Alabama a genuinely distinct destination.
02Produced the podcast end to end, then crafted original social graphics to carry it.
03Drove distribution across Facebook, Instagram, TikTok, and Pinterest — content is king, but distribution is queen.
04Tracked listenership and reach as the measure of success, not vanity impressions.
The Result

Proof that owned media can be a game-changer for a destination. The listenership growth is a direct signal that the podcast connects with travellers and sparks real interest in visiting the region.

01

847 listens in the first three months, against a 230-listen category average

02

1,847 listens in the first six months — triple the average for comparable podcasts

03

75K accounts reached through social promotion

04

32,576 total listens as of January 2025

A powerful asset for showcasing the destination's character and attracting new visitors.

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