Huntington Hot Dog Trail Campaign Case Study

The Huntington Area, unofficially known as West Virginia’s “Hot Dog Capital,” is home to iconic eateries like Hillbilly Hot Dogs featured on Food Network. Yet awareness of the town’s nine standout hot dog spots remained limited. DR created a campaign to promote Huntington’s unique culinary culture, driving visitors to local restaurants and positioning the town as a compelling dining destination for food enthusiasts.

Project Details

Summer 2023 | Travel & Tourism | Strategy

A digital passport system allowed free sign-up and participation, where visitors entered passwords from restaurants to validate stops. Five stops earned a pin; completing the trail earned a branded t-shirt. The campaign ran May through September with animated and static display ads across social media and Google. A social media component using #HuntingtonHotDogTrail encouraged sharing, while promotional materials at restaurants reinforced awareness.

Services we provided
for this project

Design
Digital
Paid Media
Production
Social
Strategy

The Goal

The campaign sought to promote Huntington’s unique hot dog culture and position the town as a compelling culinary destination, increasing awareness of nine standout restaurants while attracting visitors seeking memorable dining experiences.

The Strategy

Nostalgic campaign creative attracted food enthusiasts to a gamified passport experience. Targeted advertising in Charleston-Huntington and surrounding markets drove participation. A prize structure rewarded completion while in-store materials and social sharing amplified engagement.

The Results

The campaign achieved impressive reach, generating substantial impressions and clicks that drove significant page views and attracted new users. The campaign reached trail enthusiasts from all 50 states, successfully positioning Huntington as a compelling national culinary destination.