Case Study #2: Tunica Convention and Visitors Bureau
The TCVB wanted to attract more visitors from their neighbor to the north, Memphis. Tunica was losing some market share to a slot house/dog racing track that was closer to Memphis, but had far fewer amenities.
Geary won the account and created a multimedia campaign entitled “We Got t”, which highlighted everything Tunica had to offer. In addition to reaching hat market with traditional media, we recommended establishing an online presence. With that, we could not only drive awareness in segments of the market that may be falling through the cracks of traditional media, we could also harvest email addresses to further our reach with our target in the Memphis DMA.
Despite a drop in overall gaming in Mississippi, and despite the closing of the Harrah’s property in Tunica (by far, the largest revenue generating casino in Tunica), Tunica gaming overall was up 5.3% year to year, coinciding with the last six months of the year’s efforts of the We Got It campaign. Our online performance was even greater. The resulting return on the six-month online campaign outperformed even their most optimistic expectations: