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In early Spring 2018, the Undiscovered America series was launched to promote under-the-radar and smaller travel markets, as well as add a content-rich piece to our email calendar.
Our audience knows New York City, they’ve been to Orlando, Washington, DC, and other longtime tourist destinations, but what about Franklin, Tennessee, Traverse City, Michigan, or Madison, Wisconsin? These are the cities and towns across America waiting to be discovered – the Undiscovered America. Each message focuses on a new set of destinations with two CTAs for each. A main CTA drives traffic to a content page and a secondary CTA encourages the recipient to book in that destination.