The Shreveport-Bossier City Convention and Visitors Bureau formed a cooperative endeavor with five casinos to create a marketing campaign to draw visitors to the city.
Challenge: When two new $300M properties in Oklahoma were built, the traffic from DFW began heading North since the commute was only one hour compared to 3 hours to Shreveport. In addition, the total marketing budget for gaming entities in the DFW area was $17M, while Shreveport-Bossier was only spending $500K.
Insight: Consumers believed that Las Vegas was too much (too much glitz, too much clutter and too much sin) while Oklahoma was not enough (not enough winning, not enough entertaining, not enough experience) and Shreveport was just right.
Solution: A message that spoke to the heart of the matter: “ShreveBo” is so much better than OK. A multi-media campaign that covered over 50 different touchpoints through traditional media (radio, outdoor) as well as digital (social media, email, search, banner ads) and hybrids (pURL direct mail, call center, dashboard to gather all online conversations and a website that provided landing pages and conversion forms) to reach all potential consumers and build a relationship with them.
Result: This 8 week campaign captured over 18,000 leads (each contributable to its original referral source) with conversion rates up to 14%. In addition, each of the casino hotel's participating in the campaign have been booked at full capacity since the initiative began.
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(Below are a few samples from the campaign.)
