One of our goals this year was to have a specific focus on our heritage and cultural museums and attractions. There were three major ones at the time centered around the history of a mode of transportation (there are now four), so we created a transportation-themed print campaign for these destinations. With WACO being in Troy and Troy being the county seat, we used the headline ‘Soar Into Miami County’. Then, used the copy to talk about the Bradford Railroad Museum and Johnston Farm as well.
We targeted group travel by advertising in the Ohio Has It! Travel Guide (27,500 distribution) and Group Tour Magazine (18,000 subscribers) and leisure travel through Ohio Magazine (45,000 subscribers) and Dayton Magazine (15,000 subscribers). For the leisure travel ads, our copy emphasized that these sites were great for the history buff, but also were educational and fun for kids. For the group travel ads, the copy was limited to the group’s experience.
We have seen an increase in visitation this year at all museums. We feel this is in part due to our increased marketing for transportation-focused and group-friendly attractions.
