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The Five Seasons of Salem: The City Hunts for Something More Than Witches

The Five Seasons of Salem: The City Hunts for Something More Than Witches. Consumer Relations By: Whitney Wilcox. Agenda. History of Issue Salem’s Brand Image Campaign Goals, Key Publics, and Message Design “The Big Idea” Conclusion. History. Trials of 1692

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The Five Seasons of Salem: The City Hunts for Something More Than Witches

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  1. The Five Seasons of Salem: The City Hunts for Something More Than Witches Consumer Relations By: Whitney Wilcox

  2. Agenda • History of Issue • Salem’s Brand Image • Campaign Goals, Key Publics, and Message Design • “The Big Idea” • Conclusion

  3. History • Trialsof 1692 • Maritime port, architecture, textile factory • Mayor Kim Driscoll’s campaign

  4. Salem’s Brand Image • “Halloween Destination of America” • 2010—Advertising and Marketing agency hired to “class up the image” • Promote tourism year round

  5. Campaign Goals • Increase overnight visitation and the economic impact of visitor industry • Tap into Boston tourist market • Bolster social media and website as source of information

  6. Key Publics • LGBT community • Family travel • International • Culinary • Cruise • Green movement • Business groups

  7. Message Design • Primary messages: • Salem has more to offer than witches • Salem is a perfect get away destination • Secondary messages sent through radio, print, social media, e-mail, and web marketing

  8. The Big Idea • “Salem—still making history”

  9. Conclusion • Campaign success measured • Salem currently attracts around one million visitors annually • 1/3 tourists during Halloween

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