Branson Is For ...
Role:
Strategy and Project Lead, Execution, Copywriting
Team Size:
Managed team of six
Media Created:
Video, Print, Digital, Campaign Landing Page
Promotional Channels:
Social Media, Email Marketing, Digital Advertising (inclusive of display and retargeting, paid social), Direct Mail, Call Center Contest, Social Media Takeover, Onsite Experience
Website:
www.rci.com/bransonisfor
Campaign Development:
Planning and development took two months.
Initial campaign run time one month.
Campaign Brief
The “Branson Is For …” Campaign was created to drive incremental lift in inventory usage by RCI members in Branson by highlighting aspects of Branson that may be “undiscovered” by members.
This campaign was segmented to send to members who are within a driving distance of Branson and who have shown interest in similar destinations.
Premise:
With an objective to create excitement and inspire members to book Branson vacations, this campaign highlighted opportunities in Branson outside of the obvious and stereotypical.
Messaging strategy will include entertainment and generational activities within content and imagery.
Branson is for explorers.
Branson is for music lovers.
Branson is for entertainment enthusiasts.
Branson is for thrill seekers.
Goal:
Drive incremental lift in revenue and bookings for Branson inventory.
Results:
Due to the 2020 global pandemic, this campaign was paused after a week of run-time.
video.
An existing destination spotlight video was used as part of the marketing strategy to add an additional visual and experiential element for target audience.
