1. Consumer Relations By: Whitney Wilcox
The Five Seasons of Salem: The City Hunts for Something More Than Witches
Consumer Relations
By: Whitney Wilcox

2. Agenda History of Issue Salem’s Brand Image
Campaign Goals, Key Publics, and Message Design
“The Big Idea”
Conclusion

3. History Trials of 1692 Maritime port, architecture, textile factory
Mayor Kim Driscoll’s campaign

4. Salem’s Brand Image “Halloween Destination of America”
2010—Advertising and Marketing agency hired to “class up the image”
Promote tourism year round

5. Campaign Goals
Increase overnight visitation and the economic impact of visitor industry
Tap into Boston tourist market
Bolster social media and website as source of information

6. Key Publics LGBT community Family travel International Culinary Cruise
Green movement
Business groups

7. Message Design Primary messages: Salem has more to offer than witches
Salem is a perfect get away destination
Secondary messages sent through radio, print, social media, , and web marketing

8. “Salem—still making history”
The Big Idea
“Salem—still making history”

9. Conclusion Campaign success measured
Salem currently attracts around one million visitors annually
1/3 tourists during Halloween
Measures of Success: