In short, the campaign provided an interactive list of attractions along Route 66 and encouraged participation using social media and geocaches.
I recently wondered how well this campaign worked for Best Western. Then this video popped up a few days ago that provided an answer:
In short, the campaign led to an increase in Best Western’s revenue, web traffic, reactivation of Best Western Reward memberships and a bunch of new signups.
I’m not passing along this information to plug a motel chain (each Best Western hotel is individually owned). But it shows Route 66 is a viable avenue to increasing revenue. And a few mom-and-pop businesses along the Mother Road might be able to borrow a few ideas to launch their own money-making campaigns.