the five seasons of salem: the city hunts for something more than witches consumer relations by:...
TRANSCRIPT
The Five Seasons of Salem: The City Hunts for Something More Than Witches
Consumer Relations
By: Whitney Wilcox
Agenda
• History of Issue
• Salem’s Brand Image
• Campaign Goals, Key Publics, and Message Design
• “The Big Idea”
• Conclusion
History
• Trials of 1692• Maritime port, architecture, textile factory• Mayor Kim Driscoll’s campaign
Salem’s Brand Image
• “Halloween Destination of America”• 2010—Advertising and Marketing agency hired to
“class up the image”• Promote tourism year round
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
Key Publics
• LGBT community
• Family travel
• International
• Culinary
• Cruise
• Green movement
• Business groups
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
The Big Idea
• “Salem—still making history”
Conclusion
• Campaign success measured
• Salem currently attracts around one million visitors annually
• 1/3 tourists during Halloween