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The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By:...
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Transcript of The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By:...
![Page 1: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/1.jpg)
The Five Seasons of Salem: The City Hunts for Something More Than Witches
Consumer Relations
By: Whitney Wilcox
![Page 2: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/2.jpg)
Agenda
• History of Issue
• Salem’s Brand Image
• Campaign Goals, Key Publics, and Message Design
• “The Big Idea”
• Conclusion
![Page 3: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/3.jpg)
History
• Trials of 1692• Maritime port, architecture, textile factory• Mayor Kim Driscoll’s campaign
![Page 4: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/4.jpg)
Salem’s Brand Image
• “Halloween Destination of America”• 2010—Advertising and Marketing agency hired to
“class up the image”• Promote tourism year round
![Page 5: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/5.jpg)
Campaign Goals
• Increase overnight visitation and the economic impact of visitor industry
• Tap into Boston tourist market
• Bolster social media and website as source of information
![Page 6: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/6.jpg)
Key Publics
• LGBT community
• Family travel
• International
• Culinary
• Cruise
• Green movement
• Business groups
![Page 7: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/7.jpg)
Message Design
• Primary messages: • Salem has more to offer than witches • Salem is a perfect get away destination
• Secondary messages sent through radio, print, social media, e-mail, and web marketing
![Page 8: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/8.jpg)
The Big Idea
• “Salem—still making history”
![Page 9: The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox.](https://reader033.fdocuments.net/reader033/viewer/2022061523/56649dbc5503460f94aae831/html5/thumbnails/9.jpg)
Conclusion
• Campaign success measured
• Salem currently attracts around one million visitors annually
• 1/3 tourists during Halloween