Client: Experience Fayetteville
SITUATION
Experience Fayetteville asked the Sells Agency to reinvent its annual Visitor’s Guide, focusing it solely on information helpful to potential and current guests of Fayetteville, and increase guide request totals from 2015.
GOALS
Sells was tasked with redesigning the Visitor’s Guide to attract each of the destination market’s key target audiences — families, couples and empty-nesters, solo-travelers and adventure seekers — while reducing the page count. Also, Sells was tasked with planning and executing a marketing campaign in targeted metro areas that would yield an increase in Visitor’s Guide requests.
EXECUTION
Sells recommended four separate covers to the Visitor’s Guide, all unique activities in Fayetteville and cross-identifiable to the target audiences: Family at Arkansas Air & Military Museum; mountain biking at Mount Kessler; Bikes, Blues & BBQ on Dickson Street; and “Calling the Hogs” at Reynolds Razorback Stadium. Information irrelevant to visitors was removed, and the page count was reduced from 144 to 112. Along with being available at the Fayetteville Visitor’s Center and through request, the Visitor’s Guide was distributed among Fayetteville hotels and Travel Information Centers around the state. Finally, a spring and fall pre-roll video campaign was run in the following DMAs: Dallas/Fort Worth, Tulsa and Memphis; on the landing page was a link to request a guide, download it as a PDF or view it as an interactive Flipbook.
RESULTS
For 2016, Experience Fayetteville saw a 10% increase in overall guide requests, as well as an 82% increase in online requests, while setting records for website traffic and collections from the city’s hotel-motel-restaurant (HMR) tax.
SERVICES
Creative development; Media Planning