Clientele

The Historic Roswell Convention and Visitors Bureau provides helpful information to tourists about Roswell’s local events, annual cultural festivals sponsored by the City of Roswell and historic mansions that offer public tours. Roswell’s official Cultural Arts Center is a popular venue for musical shows, dance performances and many other kinds of cultural entertainment, and the Chattahoochee Nature Center’s 127-acre nature preserve also draws many thousands of people to Roswell each year by offering a wide variety of fun and educational programs for families and children.

Case Study:
Client Objective: The Historic Roswell CVB organizes many festivals throughout the year and was about to launch a new event in 2010. They needed to attract residents around Atlanta to visit Roswell during the “Go Wild” two-week festival.

Challenges:
Being an inaugural year for this the event, many people were unaware of the activities associated with the festival. The client needed to reach outside of the normal residential target and market the event with a larger voice. Many new events don’t always have a large budget.

Idea:
Incorporate digital assets with traditional radio and promote client incentives via a web based contest.

Process:
The event/festival was very large with so many activities that a specific message needed to be targeted to the right crowd. The festival had plenty to offer visitors of all ages but we really had to dial in the message. We decided to use :10 spots to drive listeners to a contest page to learn more about the festival. We also incorporated :60 streaming ads to reach people at their desk to drive them directly the target web page.

Results:
Contest entries reached high levels within a short period of time. Most listeners that registered also requested that the client send them more information about them, therefore providing the client with a usable email marketing list. The inaugural event was a success and had visitors from all over Atlanta.

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