Campaign Design
Eugene, Cascades and Coast
A leader in destination marketing for Lane County challenged us to create a public relations campaign that attracts empty nesters from Portland, Seattle and surrounding areas to Florence, OR during the winter season; leading them to book an overnight stay, experience all that the small coastal town has to offer, and share their trip with others through online reviews and social media posts. We conducted primary and secondary research which determined we would promote Florence as a cost-effective, accessible and stress-relieving winter escape. My team and I presented our tactics and recommendations to ECC. The client also received a final plan book which contained background information, objectives, strategies, tactics, research, deliverables, and a next steps memo.
