Situation:

Second Sight was engaged by the Fredericksburg Department of Economic Development and Tourism to invigorate visitation and shopping in downtown Fredericksburg. Our primary objective was to breathe new life into the downtown corridor, specifically Caroline and William Streets retail businesses, which were struggling to draw the traffic they deserved. We aimed to remind potential tourists and locals alike that Fredericksburg is the sole authentic downtown in the region. Furthermore, we sought to elevate its status as a premier shopping destination, offering a more personal experience compared to the big-box stores, suburbs, and strip malls of nearby cities.

Realization:


While there was a major resurgence in supporting local shops and restaurants as we emerged from lockdowns, consumer habits remain fundamentally altered. People have grown accustomed to the convenience of online shopping, leaving many local businesses shuttered in their wake. Today, Fredericksburg’s true competition isn’t just other towns and cities—it’s Amazon and other e-commerce platforms. To counter this, “Meet Me Downtown” highlights the unique charm of Fredericksburg’s local shops, products, and people through engaging campaigns and content. The “Meet Me Downtown” initiative showcases the irreplaceable value of in-person experiences—something that e-commerce platforms simply can’t replicate. By reintroducing the craving for human interaction and using genuine smiles and real people, we’re rekindling the joy of visiting and shopping locally in Fredericksburg.

Results:


What does exceptional creative paired with enticing messaging result in? 
For the FXBG “Meet Me Downtown” campaign, which launched on May 24, 2024, and ran through August, 2024, the results have been impressive. The campaign has garnered 3,102,586 impressions, 3,215 clicks, and 474 trackable conversions—and these numbers continue to grow. The campaign has effectively boosted tourism to Fredericksburg, Virginia, by leveraging Meta advertising, online video, and display ads to target women aged 30-50 who are planning to travel.

Display – 918,531 impressions, 667 Clicks, .07% CTR, 441 Conversions

Video – 89.16% completion rate with 633,334 impressions

Meta Campaign – Generated 1,550,721 impressions and 2,276 clicks, 0.15% CTR

“From the very beginning, the Second Sight team took the time to listen to our ideas, challenges, and vision and then used their expertise to craft a compelling strategy tailored to our specific needs. Their creativity, attention to detail, and commitment to excellence were evident throughout the entire process. The quality of the imagery and videos produced by Second Sight is exceptional. They beautifully showcase the unique attractions, culture, and experiences the City of Fredericksburg has to offer. I wholeheartedly recommend Second Sight to any tourism-related business seeking to elevate their marketing efforts. Their expertise, passion, and commitment to delivering exceptional results make them an invaluable partner in promoting and showcasing the best of what our charming city has to offer. Thanks to Second Sight, we have seen our destination thrive and our brand gain prominence in the tourism industry.”

 

Danelle A. Rose  
Tourism Marketing and Communication Manager