Marketing Review - Spring 2008 - (Page A6)

ADVERTISING AREA ATTRACTION/ THEME PARK Colonial Williamsburg>‘Militia Man’ Client Team: Colonial Williamsburg>Ed Allmann DIRECTOR OF MARKETING; Phyllis Terrell DIRECTOR OF STRATEGIC ALLIANCES & BUSINESS DEVELOPMENT; Amy Kerr MANAGER OF MARKETING COMMUNICATIONS Agency Team: Arnold Worldwide>Woody Kay CHIEF CREATIVE OFFICER; Mick Sutter CD/COPYWRITER; Tracy Nenna ART DIRECTOR SITUATION:For most travelers, the word “vacation” COLONIAL WILLIAMSBURG TACTICS:Rooted in the notion of relevance, the message, delivered in a frank yet humorous way, shared a personal connection with the stories and ideals that formed the nation. The stories were brought to life, making them relevant to the viewer. OBJECTIVE: Reinvigorate the brand by unraveling The television spot “Militia Man” takes place in a consumer misperception that Colonial Williamsburg schoolyard, where a bully asks one kid (seemingly was simply a history museum, and convince customers off screen) to get out of his seat. The scene cuts and prospects that it is relevant to their lives today. and the “kid” he was speaking to is a fully attired militia man, standing with corndog in hand, responding to the bully with a lecture on the risks of taking possession of another man’s property. The scene cuts and the militia man, now a kid again, is congratulated A bully tells a kid (seemingly off screen) to get out of his seat. The “kid” he was speaking to is a fully attired militia man. by his classmates for standing up to the bully. The integrated campaign captured the idea that the impact of Colonial Williamsburg transcends its physical location and means more than yet another “vacation” destination. RESULTS:The tracking study showed significant gains in key campaign measures including consumer involvement, salience, brand momentum and future intent to visit. Ticket sales swung from year-over-year decreases and broke through to deliver the first increase in visitation and ticket sales for Colonial Williamsburg. is synonymous with images of beaches, relaxation or even roller coasters, but not American history. This was evident as visitation to historical sites was down by almost half over the past decade. In a forward-looking society, people struggled with seeing how these destinations were relevant to their 21st-century lives. Leisure travelers needed to understand that trips to educational and historical destinations are not “work” or obligation. as interviewing stakeholders within the foundation. The findings were coupled with what was known about current customers to realize the full audience potential. Passionate and fascinated by human cultures, it was determined they were extremely interested in the lives of others, whether current or past. He responds to the bully with a lecture on the risks of taking possession of another man’s property. The militia man, now a kid again, is congratulated by his classmates for standing up to the bully. STRATEGY: Through media analytics, it was determined that the most responsive audience shared similar attributes. The strategy was further honed through on-site intercepts, qualitative exploratory with customers and prospects, as well Ticket sales swung from year-over-year decreases to deliver the first increase in visitation and sales. A-6 HSMAI ADRIAN AWARDS COMPETITION

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.