Discover Central Massachusetts - Smile City Campaign
Omnichannel campaign to drive behavior at scale
Marketing Strategy & Creative Direction
Challenge: Drive visitation & stimulate ecomonic impact in Central Massachusetts after a decline in tourism during the pandemic.
Insight: The perception of Worcester needed a refresh. As New England’s second largest city, and a multi-cultural hub rich in attractions, history, and a vibrant local dining scene, investment was required to showcase the city beyond the typical talking points and out-dated expectations.
Idea: Reposition Worcester as “Smile City” with an omnichannel approach and “Culture Passport” offer, funded by a $100K tourism recovery grant, awarded by the Massachusetts Office of Travel and Tourism.
Execution: The
Video production to leverage for streaming and social ad campaigns. Production include casting, location scouting, and creative direction of the videographer and editor.
Digital campaigns, including email and banner ads, with media partners Boston Magazine, MassLive, and GBH.
Social campaigns with both paid and organic content, including an influencer strategy with 15 people, including 6 families from our target demographics.
Traditional print & outdoor advertising, including a full page ad in Yankee Magazine, and a billboard across from Fenway Park.
Results:The campaign drove a significant increase in brand awareness, website impressions, social following, and long-term results show an increase in visitation YoY, driving increased economic development for the region.
EffectTV Streaming Campaign delivered over 1M impressions to target audiences, and 94% of ads were viewed in full.