Experiential marketing works terrific for tourism marketing; after all, travel is all about embracing new experiences. So when the Tunica Convention & Visitors Bureau wanted to remind the people of Memphis that they offer close-to-home excitement with eight nearby world-class casinos, they paired traditional, digital and non-traditional media together for a memorable campaign. We worked closely with their ad agency to deliver on the experiential elements. A team of brand ambassadors dressed as doctors and nurses engaged with people on the streets, diagnosing them with ‘Tunica Fever’ and passing out ‘prescriptions’ in the form of flyers and premium comps for Tunica-area casinos. Many ‘patients’ were asked to give their best excuse for calling in sick on camera. This messaging integrated throughout the entire campaign, which encouraged Memphians to take a sick day and head for a casino. On select days, our street team transformed into lady luck, pit boss, high roller and showgirl. This team delivered a mobile craps game that provided a new level of interactivity to the experience. By planning out the routing to hit tailgaters on game day, shoppers in busy mall areas and the downtown business districts, this campaign showcases a mix of strategy and creativity that we strive to hit for every client.
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