Flagstaff CVB Re-Imagining Campaign
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The Flagstaff CVB is presenting to City Council plans to re-imagine their marketing campaign. Their current campaign launched in 2008 with an in-house designed website and advertising. They are now reviewing overall efforts to improve the length of the campaign and utilize new tools. The process included research, focus groups, and generating key takeaways to build a new campaign focused on highlighting the Flagstaff experience, seasonality, variety, and evoking emotion. Photography was conducted in October 2012 with additional shoots planned, and the new website and overall campaign are scheduled to launch in May 2013.
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Flagstaff CVB Re-Imagining Campaign
- 1. FLAGSTAFF CVB RE-IMAGING Presentation for City Council December 11, 2012
- 2. • Current campaign – Launched website February 2008 • Updated in-house – Launched advertising March 2008 • Designed in-house – Ongoing design and update of collateral materials • Sales and media kits • Visitor Guide • Explore Guides • E-Newsletters • Flagstaff Happenings
- 3. • Reviewing overall efforts – Opportunity to improve – Campaign length – New tools • Moving Forward
- 4. PROCESS • Reviewed research available • Conducted focus groups • Formulated a creative brief • Generated key take-aways to build campaign
- 5. Focus on the Flagstaff Experience
- 7. Show Variety
- 9. Express Vibe
- 10. • Use in all markets – Geographic – Behavioral – Return visitor vs. new travelers – Tour Market – Meetings Market
- 11. • Flexibility to use with all media – Digital – Print – Color or black & white – Large or small scale – Collateral and promotions
- 26. • 1st photo shoot October 2012 • 2nd photo shoot scheduled with winter • Additional photo shoots in FY 2014 • Web design/creation began November 2012 • Overall campaign – Launch May 2013
Editor's Notes
- HEIDI Good Evening Mayor and City Council I am Heidi Hansen the Flagstaff Convention and Visitors Bureau Director. With me tonight are Heather Ainardi, CVB Marketing Manager, Jennifer Schaber and Michael Russell, CVB Creative Service Specialists. We are thrilled to provide you a sneak peek of the new imagery and campaign that the CVB will be launching next May, 2013. After gaining much input and conducting research, we feel that the CVB is putting together the marketing tools needed to continue to lead the region in visitation.
- HEIDI But, before showing the new program, I wanted to provide you a bit of background. Our current campaign was launched in early February 2008, 4 ½ years ago. The website began in February with advertising following in March of that year. This has been a successful campaign which helped to sustain the industry through the economic downturn. During the campaign length, website visits increased more than 71% and BBB revenues increased 7%. The campaign, or imagery, encompassed not only our website and advertising but a whole host of tools as you see listed on the slide.
- HEIDI Although I have mentioned the success of the current campaign for the CVB’s destination marketing effort, it has come time to review our overall efforts to possibly seek out new methods for reaching potential travelers by improving and optimizing our messaging and marketing activities as a whole. How travelers seek information and make decisions has changed greatly in the 4 ½ years the CVB campaign has been used. So, the CVB staff sought advice from our regional partners as well as the Tourism Commission for guidance on our external and internal efforts moving forward.
- HEIDI Based on the input we received from our regional partners and the Tourism Commission as well as the professional opinion of the CVB staff, we brought forward the idea of doing a re-imaging and found all were very supportive of the effort and understood the need. The CVB worked with an agency, Off Madison Avenue, to review research studies available through the CVB and tourism industry, as well as conduct two focus groups in our top market – Phoenix. This company then took all that data and consumer input and generated a creative brief for the CVB to use in moving forward with their marketing efforts. Results from the research, industry trends, and focus groups supported the need for a new campaign to promote Flagstaff. I am now going to turn the time over to Jennifer Schaber to discuss the re-imaging in greater detail. Thank you. JEN CVB staff has taken the concepts and suggestions from the creative brief as well as partners, Tourism Commission, and general industry trends, and generated key concepts when looking at how to re-image our destination. These key take-aways included:
- JEN The need to focus on the Flagstaff Experience. Although we will continue to promote the regional attractions, the campaign will highlight what Flagstaff itself has to offer our visitors.
- JEN The need to highlight Seasonality. We currently address seasonality through much of our copy, but this new campaign will address it further through a stronger visual approach.
- JEN The need to show Variety. - Showcase the variety of opportunities Flagstaff has to offer the visitor. We regularly hear from our stakeholder groups that there is a need to promote specific niche opportunities. - In addition, the focus groups brought forward the concept that there is so much to do in Flagstaff, that you don’t need an agenda. You can simply visit because there are always things to enjoy once you get here.
- JEN The need to Evoke Emotion. Photo rich imagery will be utilized to draw the potential visitor into the setting - allowing them to visualize themselves in the Flagstaff experience.
- JEN The need to express the Flagstaff Vibe. Everyone talks about Flagstaff having that certain “vibe.” We’ve worked hard at ways to capture that vibe, and translate it to different visitors.
- JEN We’ve taken these general concepts and incorporated them into a flexible campaign that can be adapted to all of our market segments. 1.) These markets can be geographic – the campaign can be used from the Phoenix metro area to our overseas markets. 2.) They can behavorial – by using targeted images and headlines, we can appeal to different types of visitors that use a variety of methods to make their travel decisions. 3.) By adjusting the message and media placement, we can focus on the returning visitor, or educate potential first-time visitors on what Flagstaff has to offer. 4.) And, the campaign is designed to be flexible for use in our leisure travel promotions, as well as group tour and meetings markets. In creating this, we’ve looked at not only WHO we are reaching, but HOW we will be reaching them.
- JEN By thoughtfully combining design elements, the creative is flexible enough to be 1.) reproduced digitally, 2.) in print - both color or black/white, 3.) small or large scale, 4.) and through CVB collateral and promotional efforts. The CVB utilizes several different kinds of media to reach our customers, and we needed this campaign to be able to be used effectively in all of them. We are confident that the new program will accomplish this. With that in mind, we created the elements of the re-imaging.
- JEN The new campaign will be photo rich. The recent photo shoot produced high-quality professional images with the potential for creative cropping and rotation to further capture the mood of the shot and grab the attention of the viewer.
- JEN The photos speak to the general concepts mentioned earlier – evoking emotion, expressing a vibe, and focusing on the variety that Flagstaff has to offer.
- JEN As a second design element, background textures were created to support the idea of seasonality and variety. The background textures on the screen reinforce the messaging of spring, summer, fall or winter. Texture is also seen in the headline fonts and call to action.
- JEN In addition to dynamic photos, engaging headlines were created to entice the viewer to stop, read and want to learn more. These headlines can be adjusted by market, the new or returning visitor and more.
- JEN These headlines are brief – focusing on the Flagstaff brand while encouraging the viewer to seek out the website address, or click the web banner to learn more about the destination.
- JEN Pulled into the ad with an engaging photo and headline, the viewer will then find the call to action – driving them to visit flagstaffarizona.org. For this campaign, the current Flagstaff brand was re-imaged in the form of a textured “stamp.” This fun new call to action opens up the opportunity for use in a wide variety of creative applications.
- JEN With the elements created, we mocked up a varied selection of ad concepts, and presented them to Tourism Commission, stakeholders and CVB staff for input that helped us refine our efforts.
- JEN We have a few of those examples to share with you now.
- JEN COLOR PRINT ADS – for our largest market, leisure travel.
- JEN COLOR PRINT ADS – for our group tour and meetings markets.
- JEN ONLINE BANNERS – the photos, textures and brief headlines work well in the various sizes and proportions of typical web banners. Click for second slide
- JEN
- JEN ONLINE EBLAST – In this case, sent out by AZCentral.com
- JEN FLAGSTAFF HAPPENINGS – our printed weekly calendar of events This is an example of how the new reimaging translates into print collateral pieces. Leave slide up Thank you. Now I turn it back over to Heidi.
- HEIDI So, in closing, on the slide you will see our time line for the campaign. We have had one photo shoot where you have seen some of these images this evening, and other photo shoots scheduled this coming year to help us continue to promote Flagstaff as a destination for all seasons. Our launch will be May 2013. I will now turn it over for QUESTIONS
- QUESTIONS