"Way-stop” tourism campaign targets car-trippers headed somewhere else. Raleigh, N.C.,—Breaking this month, a video campaign for the...
"Way-stop” tourism campaign targets car-trippers headed somewhere else.
Raleigh, N.C.,—Breaking this month, a video campaign for the Fayetteville Area Convention & Visitors Bureau, created by The Republik, Raleigh, takes a patriotic approach to promoting tourism. So patriotic, in fact, that tourism (or “visit” or “stay” or “come”) is never mentioned, nor are any attractions shown.
Because basically, there aren’t any. Fayetteville, a military town, does not have the attractions to make it a “destination.” It does, though, have a reputation for patriotism and the campaign aims to build on that to make the town an appealing stop-over, for a meal, or maybe the night (“a two-night stay would be a home run,” says executive creative director Robert Shaw West), for travelers on the I-95 corridor, perhaps on their way to Florida.
In nine short (approximately 45-second) videos, George Washington, Abe Lincoln and Lady Liberty, each in his or her own (silly) way, personifies an American value that you might like to feel more of. George says “be courageous”; like the young girl who jumps off a diving board as he swims below. Abe says “be peaceful”; he does yoga. And Ms. Liberty, an outsider with a very American joie de vivre, wants you to “be free”; as she sure seems while line dancing or riding a mechanical bull. The campaign is titled “America Groupies.”
The videos, targeting young car travelers, 25 – 40, from the Northeast corridor and west to Cincinnati and Chicago, are supported by promoted posts on Facebook and Twitter. They are designed to be shared by local bloggers (especially military moms and spouses), area businesses and social media audiences any time a humorous, patriotic view might be relevant. Also, the three online characters will Tweet and post under the @AmericaGroupies handle. They will engage especially with large news and celebrity accounts.
Additional characters, after the launch are planned. (Did you know that of America’s 15 Fayettevilles, Fayetteville, N.C. is the only one visited by their heroic namesake, the Marquis de Lafayette?)
Lady Liberty, Hog Heaven
Lady Liberty, I'm a Cowgirl, Baby
Abe Lincoln, NamasteABE
Abe Lincoln, Care-oke
Abe Lincoln, Free Hugs
George Washington, Hit Me With Your Best Shot
George Washington, Go Ahead and Jump
George Washington, Don't Let Me Down
About the Fayetteville Area Convention & Visitors Bureau
The Fayetteville Area Convention & Visitors Bureau is a private, not-for-profit organization responsible for positioning Cumberland County, N.C. as a destination for conventions, tournaments and individual travel. www.VisitFayettevilleNC.com
About the Republik
The Republik is a Raleigh-based, employee-owned advertising/branding agency. Other clients include the Bayer, Hilton Curio Collection, International Zinc Association, Organic Transit, Modern Surfaces, FHI (Frieght Handlers Incorporated), Hanwha L&C Surfaces, Alamo Drafthouse, 21c Museum Hotel, Boy Scouts of America Occoneechee Council, First Flight Venture Center and The Franklin. therepublik.net
Fayetteville Area Convention & Visitors Bureau, Cumberland County, N.C.
private, not-for-profit VisitFayettevilleNC.com
The Republik, Raleigh, N.C.
ECD: Robert Shaw West
ACD/AD: Matt Shapiro
CW/Account Sup.: Jason Evans
Dir./Producer: Mark Scoggins
Social Media Sup.: Melinda Jackson
Strategic Director: Dwayne Fry
PR Dir.: Rachel Wells