Valley Forge Tourism & Convention Board
Creative CampaignBranding & Strategy Video Production
As the entity tasked with bringing visitors to Montgomery County, the Valley Forge Tourism and Convention Board traditionally focuses its marketing might on two seasonal campaigns encouraging visitors to book summer and/or winter stays at Montco’s many hotels.
When [ 2 one 5 ] was trusted with developing the 2020 Winter Campaign just weeks before its launch, our team identified a critical concept “must-have”: versatility.
To maximize its impact, the campaign had to work across a variety of media, promote a variety of very different venues and attractions, and appeal to a variety of diverse audiences. And it had to do so quickly, in time to have an impact during the region’s critical holiday season.
The path to success for this project was, like most of our work, slightly non-traditional.
To meet near-immediate print deadlines, our designers quickly went to work developing a visual concept. Simultaneously, our writers began work on a narrative to both ground the campaign in the short term, and provide opportunities for long-term variations and off-shoots.
The resulting creative was then applied to the most pressing deliverables: a coupon book and several spreads.
Next, we turned the narrative into a collection of scripts and lines, and applied them to everything from digital billboards to :30 broadcast spots to Instagram stories to radio :15s. The message of each piece was simple: for a mini-getaway offering a host of economical entertainment options for every taste, #MakeItMontco.
Our versatile concept and design achieved its goal of enabling the Valley Forge TCB to showcase dozens of individual member businesses while simultaneously improving organizational brand recognition, and establishing a messaging foundation for future campaigns.
Our client reported an immediate increase in bookings following the campaign’s deployment, and was thrilled to report that numbers remained high throughout the winter tourism season. Following our nation-wide emergence from COVID-19, Valley Forge TCB looks forward to working with [ 2 one 5 ] Creative to apply the campaign to next season.
Ready to evolve your marketing campaign? Reach out – we’d love to chat about how [ 2 one 5 ] Creative can help.