Destination marketing is different these days. Yet, some things remain the same. It’s important to invite people to visit. And right away. Sales tax revenue is a vital source of public funding. So when the Town of Castle Rock approached us for assistance inviting visitors to play, shop and dine there, we were ready. But like a textbook entry for hyperbole, COVID-19 highlighted the need to reinvigorate the Castle Rock brand for the long run.
And fast. We compressed the typical timeline, going from work start to campaign launch in seven short weeks. In this window, we completed in-depth research and stakeholder interviews, designed the creative approach, assisted in the production of campaign assets (new landing page, photography and video), and developed and executed an innovative multimedia campaign in time for the retail-heavy, back-to-school period.
With “We’ve Got Outlets,” we’re playfully encouraging families and young adults from all over Colorado’s Front Range to reappraise their view of Castle Rock. To remember the shopping, yes, and consider the Town’s dining options, plus outdoor and family-friendly adventures. This awareness-heavy, destination marketing campaign spans hyperlocal influencer marketing, search, social and display, all of which channel users to a new, visitor-friendly landing page consistent with creative.