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The Louisiana Office of State Parks sought to increase attendance at Louisiana's state parks. Visitors to state parks tend to be families and individuals with a sense of adventure or looking for some time to relax. They enjoy the outdoors and related leisure activities. In addition to increasing traffic to Louisiana's 34 state parks and historic sites, the Office of State Parks is working to promote an 800-number reservation system and online reservation services. STRATEGIES: Louisiana State Parks came to The Ehrhardt Group for a turnkey marketing approach that would increase awareness and generate more activity at the reservation call center, targeted as the measurement device. The Ehrhardt Group created a campaign using compelling family images of people and recreation in nearby state park settings. The campaign emphasized the location and proximity of the parks ("right in your own backyard") and suggested the activities that visitors could enjoy there. The campaign was executed in print ads, outdoor billboards, television ads, radio spots and web banner ads. Statewide media placement was planned strategically to communicate to families, outdoorsmen and active lifestyle audiences in the "drive-in" regional market. RESULTS: Activity at the call center increased more than 27 percent for the first six months of 2002 versus the same period in 2001. |
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