Anderson Japanese Gardens

Integrated Marketing Campaign Drives Record Attendance for Anderson Japanese Gardens

Anderson Japanese Gardens (AJG), a nationally recognized garden in Rockford, Illinois, spans 12 acres of tranquil beauty, including flowing streams, waterfalls, winding pathways, and koi-filled ponds. As one of the highest-quality Japanese gardens in North America, AJG is a non profit dedicated to preserving Japanese horticulture and culture. While well-known locally, AJG sought to increase its visitor numbers and expand its audience, particularly beyond its immediate region.

Anderson Japanese Gardens wanted to grow its annual visitors by reaching a wider audience, focusing on both local and out-of-town guests. The organization also needed support with day-to-day marketing, communications, social media, and public relations.

Solution

Anderson Japanese Gardens partnered with Chartwell Agency to implement a multi-channel marketing campaign targeting two key audience segments:

Regional Visitors (within 30 miles)
Destination Visitors (50+ miles, especially in Chicago suburbs)

Strategy

Chartwell Agency developed an integrated marketing strategy that combined digital, social, outdoor, and media outreach to effectively engage these audiences.

Digital:

Display Ads showcasing AJG’s stunning landscapes, targeting Northern Illinois and the Chicago suburbs.
Social Media Ads on Facebook and Instagram, encouraging engagement with direct links for trip planning.
CTV Ads featuring AJG’s Illuminated event, offering an immersive experience.
Targeted Emails promoting seasonal attractions and unique experiences.

Outdoor Advertising:

Billboards in Chicago suburbs emphasized AJG’s proximity with messages like “Tranquility is Only an Hour Away” and “Your Perfect Fall Day Only 80 Minutes Away.”

Media Outreach

Expanded media coverage in travel magazines and suburban publications to increase awareness.

Social Media & Influencer Partnerships

Increased engagement on AJG’s Facebook and Instagram with strategic content planning.
Influencer partnerships expanded AJG’s reach to new audiences.

Outcomes

The campaign achieved outstanding results for Anderson Japanese Gardens:

Record-Breaking Attendance: Seasonal attendance reached 100,000, surpassing the previous record.
Social Media Growth: Reach increased by 6.27%, and visits jumped 174.73%. New followers tripled, growing by 254.55%.
High Engagement: Click-through rates for targeted ads and emails exceeded industry standards.
Increased Media Coverage: Regional media mentions positioned AJG as a premier cultural destination.
Influencer Impact: Expanded AJG’s reach and strengthened its online presence.

Chartwell Agency’s ongoing marketing efforts helped Anderson Japanese Gardens build long-term growth, creating a cohesive strategy that made the Gardens a must-visit destination.