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• Maritime port, architecture, textile factory• Mayor Kim Driscoll’s campaign

Salem’s Brand Image

• “Halloween Destination of America”• 2010—Advertising and Marketing agency hired to

“class up the image”• Promote tourism year round

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

Key Publics

• LGBT community

• Family travel

• International

• Culinary

• Cruise

• Green movement

• Business groups

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

The Big Idea

• “Salem—still making history”

Conclusion

• Campaign success measured

• Salem currently attracts around one million visitors annually

• 1/3 tourists during Halloween