Objectives
Seeking a tourism boost, the state of Missouri asked us to develop and deliver a targeted marketing campaign. The 18th and Vine district, as the home of Jazz and Negro Leagues Baseball Museums, has a special role to play in African-American cultural heritage, and for that reason, the district would serve as the focus of the tourism campaign.
Strategies
Taking advantage of the popularity of the late, legendary Buck O’Neil, a Missouri Sports Hall of Famer, the campaign invited people to “Visit MO” and to “walk where the legends live.” Regional and national media placements included a run in the June 2006 Ebony magazine.
Results
Response tracking demonstrated a strong increase in phone requests for travel catalogues when the June Ebony hit newsstands.