The Challenge
Following a year of record-breaking attendance, The Historic New Orleans Collection asked Roux Advertising to maintain that strong visitation level through a new fiscal year. What made the new year particularly challenging, was a lack of any renown or significant exhibits, and was faced with alarmingly high temperatures that impacted tourist numbers.
THE ROUX STRATEGY
Our research confirmed the insight that tourist created their itinerary last-minute, spontaneously. This behavioral insight shifted our strategy for the year – prioritizing media channels around timing of decision making, location, and conversion. The focus was placed on an integrated media plan that supported connecting the brand and tourists in real-time.
THE SOLUTION
With a need to continuously brand The Historic New Orleans Collection as the keepers of the people, places, and traditions of New Orleans and the Gulf South, a layer of awareness driving tactics was employed. Outdoor, tourist-related print, and editorial relevant radio/streaming secured top of the funnel responsibilities. Geo-fencing digital, radius signage, and tourist heavy transit became the action-driving tactics that produced greater foot traffic.
THE RESULTS
18%
Increase in admissions for first 5 months year over year, surpassing record-breaking attendance.
2,957
Additional admissions for same period over previous year.
