Shenandoah Beerwerks Trail Digital Marketing Campaign

The Shenandoah Beerwerks Trail, a tourism initiative powered by the Greater Augusta Regional Tourism Board, needed a strategic and creative way to attract visitors to the Shenandoah Valley and boost business for participating locally-owned craft breweries.

Red Orange Studio was awarded the contract for tourism digital marketing services to optimize the online experience and launch an advertising campaign that would drive traffic, capture leads, and help visitors plan their ideal trip. The ultimate goal was to promote the trail as a tourism destination, increase visitor spending, stimulate overnight stays and create economic impact for the Shenandoah Valley.

With a more intuitive interface, smart targeting, and seamless backend integration, the campaign not only met expectations—it raised the bar.

Shenandoah Beerwerks Trail: A Collaborative Tourism Initiative

We worked closely with stakeholders from across the Shenandoah Beerwerks Trail region— including the cities of Harrisonburg, Staunton, Waynesboro, Lexington, Buena Vista, and the counties of Augusta, Rockbridge, and Rockingham—to develop a data-informed marketing strategy. By combining insights from past campaigns, Google Analytics, heatmaps, and survey data from Beerwerks Passport participants, we designed an updated experience that matched user intent. The campaign’s creative direction was driven by a single powerful insight: visitors want help planning their trip—and Beerwerks could guide them.

Tourism Marketing that Pairs Passion with Personalization

Red Orange Studio revamped the Beerwerks online quiz tool to create a personalized itinerary experience for users based on their interests. We developed nine customized results and an intuitive email journey, all designed to guide travelers from curiosity to conversion. Our digital ad campaign—built around the concept that “Beer pairs well with [your favorite activity]”—featured static and animated variations on Meta and Google platforms. The seamless transition from ad to quiz to inbox made it easy for travelers to dream, plan, and visit.

Strong Conversions and New Leads Brewed with Every Click

In just eight months, the campaign delivered impressive results: 1,140 new leads with a 40.6% quiz conversion rate, and a 52% increase in new users to the website.

Google ads saw a 6.5% click-through rate and Meta ads hit 3.4%, both outperforming industry benchmarks. With more than 800,000 impressions across platforms, the creative approach and strategic media placements drove measurable awareness and engagement—giving Shenandoah Beerwerks Trail the marketing foundation it needed to turn interest into economic impact.