The Challenge

Macon, Georgia—a soulful Southern city rich in music, heritage, and heart—needed a way to elevate awareness and drive tourism around two of its most powerful fall events: the Ocmulgee Indigenous Celebration and the Otis Redding Foundation’s King of Soul Festival.

The goal was to reach a millennial and Gen X audience who crave meaningful, culture-rich travel experiences—and to show stakeholders that Macon isn’t just worth a quick stop; it’s a destination.

The Strategy

Good Grit’s Digital Destination Package was the perfect tool to bring Macon’s story to life. Through SEO-optimized storytelling, social-first content, and strategic newsletter placement, we set out to inspire travel by creating emotional resonance. Every element of the campaign was designed to position

Macon as a soulful getaway—one that’s vibrant, grounded in history, and overflowing with culture.

We didn’t just talk about what to do in Macon—we took readers there with us. The narrative followed a weekend-long itinerary through music, heritage, food, and fun, designed to be both discoverable and irresistible.

The Execution

In Q1, the package delivered on its promise with compelling creative and measurable impact:

Digital Editorial Feature:

“Make it a Macon Moment” offered an immersive weekend itinerary—from Friday’s Preservation Hall Jazz Band concert honoring Otis Redding, to Saturday’s powerful Ocmulgee Indigenous Celebration and the Big ‘O’ Homecoming Show & Dance.

Newsletter Inclusion:

Sent to an engaged list of subscribers, the newsletter gave Macon a direct line to readers actively planning their next getaway.

Social Content:

Engaging reels, carousels, and single-slide graphics highlighted both events and teased the energy of Macon’s fall festival season. Designed to stop the scroll and inspire action, each post pushed readers to dive deeper.

Homepage Feature + Social Boosts:

Content was featured prominently on Good Grit’s homepage and amplified via Instagram and Facebook, targeting travel-hungry users seeking something different than a typical weekend trip.