The Challenge: Create a social media presence, drive ticket sales, and increase attendee engagement for BourbonCon, a premier bourbon-focused convention in Lexington, Kentucky hosted at the Marriott Lexington Griffin Gate Golf Resort & Spa.
Our Approach: Building on two successful years promoting BourbonCon, Boxcar capitalized on existing local and statewide awareness while expanding outreach across regional travel designated marketing areas. The goal was to not only increase ticket sales, but specifically ticket packages including room nights.
To achieve this, Boxcar devised a comprehensive social media strategy incorporating organic and paid social media initiatives. Organically, we managed content calendars, influencer partnerships, user engagement, hashtag implementation, real-time event coverage, and active social listening. Additionally, we deployed a paid social advertising plan using targeted campaigns to broaden reach, retarget interested audiences, and optimize ad delivery frequency leading up to the event.
Through a strategic blend of organic and paid efforts, Boxcar successfully elevated BourbonCon 2025’s digital presence, strengthened brand engagement, and contributed to record-breaking attendance and hospitality revenue.
The Results:
Engagement:
2 Million Views
1.8 Million Impressions
581k Reach
10k Content Interactions
Follower Growth:
2.2k
(Across Platforms: Facebook, Instagram, LinkedIn)
Website Traffic
55% of total visits driven by social media sources
Ticket Sales
10% increase from BourbonCon 2024
Hotel Occupancy:
100% Over BourbonCon Weekend (Sold Out!)
"Boxcar worked overtime to make sure our event went off without a hitch, even showing up for both days just to pitch in and be an extra set of eyes and ears. And they never said 'no.' There is no way we could have done it without them."
Jeff Clemons
BourbonCon Director of Special Events & Entertainment