The City Hunts for Something More Than Witches Consumer Relations By Whitney Wilcox Agenda History of Issue Salems Brand Image Campaign Goals Key Publics and Message Design The Big Idea ID: 310094
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The Five Seasons of Salem: The City Hunts for Something More Than Witches
Consumer Relations
By: Whitney WilcoxSlide2
AgendaHistory of IssueSalem’s Brand Image
Campaign Goals, Key Publics, and Message Design
“The Big Idea”
ConclusionSlide3
History
Trials
of 1692
Maritime port, architecture, textile factory
Mayor Kim Driscoll’s campaignSlide4
Salem’s Brand Image
“Halloween Destination of America”
2010—Advertising and Marketing agency hired to “class up the image”
Promote tourism year roundSlide5
Campaign GoalsIncrease overnight visitation and the economic impact of visitor industryTap into Boston tourist market
Bolster social media and website as source of informationSlide6
Key PublicsLGBT communityFamily travelInternationalCulinary
Cruise
Green movement
Business groupsSlide7
Message DesignPrimary 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
marketingSlide8
The Big Idea“Salem—still making history”Slide9
ConclusionCampaign success measuredSalem currently attracts around one million visitors annually1/3 tourists during Halloween