Media: Web Film
Category: Travel, transport & tourism
URL: http://visitfayettevillenc.com...
Client: Fayetteville Area Convention & Visitors Bureau
Agency: The Republik
Production: The Republik
Country: United States of America
Director: mark scoggins
Executive Creative Director: Robert Shaw West
Copywriter: Jason Evans
Associate CD / Art Director: Matt Shapiro
Agency Producer: mark scoggins
Strategy Director: Dwayne Fry
Social Media Sup.: Melinda Jackson
Account Sup.: Jason Evans
PR Dir.: Rachel Wells
Synopsis:
The campaign does not outwardly promote tourism, which is nevertheless its goal. Fayetteville, a largely military town, does not have the attractions to be a travel “destination.” Instead, it aims to build on its reputation for patriotism to attract passing car-trippers on the I-95 corridor for an hour, a meal, or perhaps an overnight. (As executive creative director Robert Shaw West puts it, “a two-night stay would be a home run.”) The campaign’s light-hearted, patriotic videos, via The Republic, are designed to be shared by local bloggers (especially military moms and spouses), area businesses and social media audiences. Also, the three online characters will Tweet and post under the @AmericaGroupies handle (The Republik will write). They will engage especially with large news and celebrity accounts where a humorous, patriotic view might be relevant.