When The New York Times failed 35 states in civil rights education, it was clear something needed to be done. That’s when the idea of the U.S. Civil Rights Trail was born.
Luckie worked with 15 state tourism boards to launch the trail with an interactive website and multichannel campaign including digital, mobile, social, dynamic video. The site brings the history of the Civil Rights Movement to life, with in-depth explorations of historic sites, interviews with leaders of the movement, and an interactive map that helps users plan trips to stand in the footsteps of civil rights pioneers at over 100 landmarks.
The campaign received an estimated 3.4 million impressions from media coverage, 50 million PR impressions worth $2 million in earned media, 1 million pageviews and 7 million social impressions. It won six ADDY Awards, including a Best in Show and two National Silvers; a Mercury Award; and Gold for Best Destination Campaign from the International Travel & Tourism Awards.
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