Client: Jacksonville Advertising and Promotion Commission
SITUATION:
The Jacksonville Advertising and Promotions Commission strives to raise awareness of their city’s attractions, restaurants, and hotels. The city has many offerings to travelers in the summer months - a splash pad, parks, baseball, museums, etc. Taking into consideration the location of Jacksonville, in relation to Little Rock and central Arkansas, targeting the travelers from Northeast Arkansas was the most logical approach.
GOALS:
To help grow brand awareness of the amenities in Jacksonville to people traveling through the 67/I-67 corridor during the summer months.
EXECUTION:
Sells Agency developed marketing and media strategies to help Jacksonville A&P achieve their goal.
We developed a media plan that targeted NE Arkansas and central Arkansas audiences, in June and July, with pre-roll and digital advertising. Sells Agency created a :30 commercial highlighting the hotels, attractions, and restaurants in Jacksonville. The digital advertising followed the same fun and inviting look of the TV commercial. All of the creative materials drove potential visitors to the A&P website where they were able to obtain additional information about Jacksonville.
RESULTS:
The Jacksonville A&P website saw a 222% increase in website sessions in June and a 368% increase in July. When totaling the web traffic from the other 10 months of the year, it does not equal the web traffic in June or July. Of the total website sessions for the year, 46% of the visitors live in Northeast Arkansas.
Services:
The Sells Agency produced the initial creative, and subsequent, materials for the project and managed all of the media strategy and placement.