CASE STUDIES
In 2023, Fort Morgan, Colorado was featured in the hit HGTV series Home Town Takeover, a national television program that revitalizes small towns through design, renovation, and storytelling. Recognizing the rare opportunity for national exposure, Morgan County Tourism—supported by Mission2Market—acted swiftly to develop a comprehensive strategy that would extend the life and impact of the show’s airing.
Maximizing National Coverage – HGTV’s “Home Town Takeover” Puts Fort Morgan in the Spotlight
Our Strategy
Public Relations Coordination: Worked directly with HGTV’s PR team to align messaging and timelines. Local and regional news outlets were informed and equipped with pitch materials and assets, leading to 27 unique media placements and 1.39 million estimated views.
Integrated Marketing: The show was prominently featured across all owned channels, including website content, social media, email newsletters, and paid advertising. A dedicated blog post received over 13,000 views—the highest of the year.
Usage Compliance: Although the team was unable to use HGTV talent in promotional imagery, they effectively promoted the destination by highlighting the show and Fort Morgan’s appearance in it.
Extended Use: The content was not a one-and-done asset—it was leveraged across campaigns for a full year following the show’s release.
Performance Tracking: Metrics were monitored across platforms to assess engagement and optimize future outreach.
To maximize the reach and effectiveness of the HGTV feature, the team focused on five key tactics:
Public Relations Reach: 1.39 million earned media views
Email Marketing: April campaign featuring the HGTV appearance had the highest open and click rates of the year
Blog Engagement: 13,323 views on the “Home Town Takeover” blog—far above the average
Social Media: Increased engagement and reach, including Facebook posts with up to 49,000 impressions
Economic Impact: Travel spending in Morgan County increased 5.5% following the airing of the show—equivalent to millions in additional visitor revenue
Results
Integrate Early and Often: National exposure works best when it’s embedded into all aspects of your marketing strategy.
Understand Media Rights: Know what you can and can’t use—and still find creative ways to tell the story.
Pitch Local Media: Use national stories as a springboard for regional and hyperlocal media coverage.
Don’t Stop at the Air Date: Keep using the content long after the cameras stop rolling.
Lessons Learned
Morgan County’s ability to extend the impact of a single national media moment showcases the power of integrated strategy. By aligning PR, advertising, and digital engagement around a shared story, the team turned a brief spotlight into a long-lasting marketing success.
Conclusion
Inspired to make the most of your destination’s moment in the spotlight? Connect with our team to explore how strategic storytelling and integrated marketing can drive lasting results for your community.