cedar falls tourism
Influencer Marketing Case Study for City Tourism Bureau
When RAGBRAI rolled into Cedar Falls, the city wanted more than a stopover. They wanted to create a destination moment that showcased Cedar Falls as a vibrant, can’t-miss community for riders and visitors alike. Partnering with Iowa Chill gave the event the digital reach and storytelling power to make Cedar Falls the centerpiece of RAGBRAI 2025.
The Objective
Activate Iowa Chill’s regional influence to deliver a guaranteed 500,000 digital impressions across bi-weekly posts, stories, and collaborations with Cedar Falls Tourism, RAGBRAI Cedar Falls, and Cedar Falls Downtown District. Real-time event coverage and post-event storytelling reinforced Cedar Falls’ vibrancy and cultural appeal.
The Approach
Position Cedar Falls as the must-visit stop on the RAGBRAI route by blending on-the-ground experiences with large-scale digital impressions. The mission was to drive pre-event excitement, capture day-of energy, and extend the story after the last rider rolled out, ensuring Cedar Falls stood out as a tourism hub.
The Creators
The campaign was led by Iowa Chill, leveraging its statewide social presence and reputation for celebrating Iowa culture. By pairing local activation zones in Cedar Falls with statewide social pushes, the campaign ensured both in-person and digital audiences experienced the city’s energy.
Campaign Deployment
Bi-weekly social pushes from June 1 through July 24 to build anticipation and route awareness
Coordinated posts with Cedar Falls Tourism, Cedar Falls Downtown District, and RAGBRAI Cedar Falls to unify messaging and maximize reach
On-site coverage from two Iowa Chill Zones at Birdsall Park and State Street, including real-time Stories, short-form video, and rider spotlights
Community engagement moments such as polls, Q&A stickers, and reposts of rider UGC to extend organic reach
Post-event recap content that packaged highlights and reinforced Cedar Falls as a vibrant stop for riders and spectators
results:
The activation surpassed the 500,000-impression commitment, delivering 500,000+ total impressions across Iowa Chill channels. The mix of pre-event cadence, coordinated partner posts, timely day-of coverage from both Iowa Chill Zones, and a strong recap sequence drove thousands of engagements and sustained conversation about Cedar Falls as a must-visit RAGBRAI destination, and a city that invests into great community events.
500,000+ across platforms.
Total Impressions:
Real Impact:
Highlighted Cedar Falls as must-visit destination for RAGBRAI riders and non-riders alike.
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