Challenge: The city that time forgot. Without a major interstate running through it, Natchez had not developed like so many other towns. This disadvantage became an opportunity to build a whole new business in this town of Southern culture, grace, and beauty.
Insight: The well preserved antebellum homes and converted bed & breakfasts had made this quaint town the perfect vision of the old south. In a time when people look for history to cling to, preserving that history and that way of life can be very attractive to tourists.
Strategy: Position Natchez as a destination wedding location. So many girls dream of big weddings with a prince and a big dress. A big southern wedding is the closest thing to royalty in America. With big hair, big dresses and a horse drawn carriage, it’s as if the fairy tale has come to life.
Results: With a campaign that kicked off in Southern Living magazine, the town saw a 12% increase in weddings within the first year, with some bed and breakfasts seeing up to a 38% increase in bookings over the previous year.
The Natchez campaign received the CVB of the Year Award for branding and online marketing initiatives –
for CVB’s with a budget of $750K to $1M.
Identity and Paper System
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Print
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Online
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Media
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