Pocono Mountains Visitors Bureau |
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Their marketing budget slashed by the state, Pennsylvania’s Pocono Mountains Visitors Bureau needed to find a way to launch their seasonal campaign in two of the most expensive media markets in the country. Their constituents, the local resorts and attractions of the Pocono Mountains, were also challenged by smaller budgets and were depending heavily on the CVB to generate interest at this critical time of year.
Our insight: separately, neither the CVB nor the partners had enough money to make an impact. But by working together and pooling their resources, we could get the job done in stellar fashion. Our solution: Masterminds created a multi-channel advertising campaign that allowed various partners who were willing to match the CVB dollar for dollar to take center stage while promoting the strength of the destination as a whole. The umbrella campaign, “Life’s Greater in the Pocono Mountains,” was targeted at our hard-working middle-class audience that needed an escape from the everyday. The campaign included television, outdoor, transit posters and digital signage in both New York and Philadelphia. In addition, the audience was kept engaged through interactive social media contests and QR codes. Was it a success? Inquires to the CVB and visits to 800Poconos.com increased dramatically. And the partners – well, they were lining up to participate for the next seasonal push. |
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