|
||||||
 |
||||||
|
Communication Management
Marketing Communications
Award of Merit Scottsdale Convention and Visitors Bureau Take Pity on Me! Campaign
The Scottsdale Convention and Visitors Bureau (CVB) developed an interactive promotional campaign called “Take Pity on Me!” targeting New York, a key feeder market for Scottsdale during high season. This integrated marketing campaign focused on a warm-weather message, which included a contest component persuading East Coast residents to escape the harsh realities of winter by sending in a photo of them suffering the worst winter weather conditions for a chance to win a three-night vacation package to Scottsdale. The top 10 photos were posted on the CVB Web site, and Web visitors could vote on who was enduring the worst weather. The campaign generated nearly 24,000 votes and more than 40,000 Web site page views, and the advertising and marketing efforts also exposed the CVB and its partners to nearly 4.9 million New York-area residents during high season. An unexpected result of the campaign was the great viral marketing effects as people e-mailed their friends and family to encourage them to vote. Local editorial coverage on the campaign reached more than 7.2 million readers and viewers. Through this campaign, the CVB was able to reach a younger, Generation X market; reach the lucrative New York market; and drive thousands of visitors to the CVB's Web site.
| |||||
