Mississippi Gulf Coast CVB

Take your life out for a spin Campaign

Situation

Research reveals Mississippi Gulf Coast regulars visit several times a year to escape their routine lives. They also admitted that yes, they come here to gamble – mostly – but they really like being able to say they visit for other reasons. Without alienating their regular guests, our task is to attract more of the "venturers" with the positioning that Mississippi Gulf Coast is much more than great casino vacations – it’s also deep-sea fishing, great golf and spas, authentic cuisine and history, local art, and of course sunny beaches.

Solution

The campaign theme, "Take Your Life Out for a Spin" invites travelers to escape their mundane existence and give the Gulf Coast a whirl. The full-page print ads each feature one main photograph, supported by additional photos, a short headline and a brief bit of copy. The elements work together to quickly demonstrate an attractive alternative to what the reader will remember as his/her plight. The logo has also been overhauled to reflect more of the Gulf Coast’s authenticity, variety and heritage.

Results

Our campaign opened the eyes of countless new visitors to the area’s unique mix of attractions and vacation experiences. Unfortunately, due to Hurricane Katrina, we had to suspend all advertising shortly after this campaign launched. While we don’t have measurable results, we do know that visitors took their lives out for a spin and discovered that life is good on the Mississippi Gulf Coast!