You, naturally, try to come up with a way to lure attendees to your community. But, they're kinda busy...going to sessions, sponsor events and seeing the sights of the big city. Like they're gonna take time out to secure transportation to drive an hour to visit your town.
Yet, we often see Destination Marketing Organizations expend resources to poach these delegates, to little success.
But, Lee Tasseff and his crew at the Mansfield/Richland County OH CVB are operating from a different mindset as the Republican National Convention descends on nearby Cleveland. They will be deploying targeted digital advertising to mobile devices during the convention to hip visitors to the Shawshank Redemption movie sites in Richland County, including the Reformatory that served as "home" for the movie.
But, they (smartly) aren't anticipating a lot of visitors during the RNC. After all, it's a working convention and many people attending the event will be too busy to travel to Mansfield at that time. So, the goal of the campaign is to broaden the city's exposure in hopes of getting people to come back later.
They're betting (as is the Cleveland DMO) that people will be so impressed with Cleveland, that they'll return for leisure pursuits. And, the CVB promotion is banking on reminding convention-goers to consider Mansfield the next time they are in Cleveland to make a trip out of the city to see the Shawshank Trail.