Visit Syracuse – Digital Strategy Project (Spring 2025)

Visit Syracuse: A Digital Strategy to Attract Gen Z Travelers

For our final project in ADV 523: Digital Marketing Strategy, my team developed a comprehensive plan to help Visit Syracuse increase tourism among Gen Z travelers. The campaign was grounded in buyer research, GWI data, and industry trends, and we delivered a full strategy presentation outlining creative tactics, a proposed budget, and KPIs.

We built our campaign around “See Yourself in Syracuse,” a theme that positioned the city as a place where Gen Z can experience a blend of authenticity, individuality, and adventure. Our strategy included:

Owned Media Activation: A short-form content series on TikTok, Instagram, and YouTube Shorts highlighting hidden gems and “Syracuse Saturdays” to boost organic visibility and engagement.

Influencer Collaborations: Partnerships with niche Gen Z travel influencers plus a user-generated content campaign to showcase real visitor experiences.

Search & Discovery Tactics: Google Ads, YouTube SEM, and SEO/keyword optimization aligned with Gen Z’s digital habits and search behavior.

AI-Powered Website Tools: A personalized itinerary-building chatbot and mobile UX improvements to streamline the booking process.

Budget Breakdown: Allocated $80K across media types with a focus on maximizing impressions, engagement, and conversion across platforms.

The final deliverable included a full deck with visuals, rollout timeline, and a measurement plan tailored to Visit Syracuse’s business and marketing goals.