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Discover Prince William & Manassas Marketing

Discover Prince William & Manassas Marketing

The Situation

The 150th Sesquicentennial anniversary of the Civil War presented a once-in-a-lifetime opportunity for an influx of tourists from around the world to visit Prince William & Manassas. The CVB’s marketing at the time was disjointed and did not present the appeal of the destination beyond the battlefield. Consequently, it was not effectively leveraging the anniversary for ongoing tourism.

Discover Prince William & Manassas Marketing-situation

The Strategy

The cornerstone event for the commemoration would be a two-day reenactment of the Battle of First Manassas/Bull Run, a key battle in the Civil War which took place within Manassas. More than 40 interactive events also were planned over the course of four days to compliment the big event and encourage tourists to stay longer (and spend more) in Prince William & Manassas.

Discover Prince William & Manassas Marketing-strategy

The Solution

An integrated marketing program was developed to drive public awareness and event attendance. The program included both online and offline initiatives to target history enthusiasts and families.

Specific goals for the 4-day event included driving ticket purchases and attendance of 15,000 participants, boosting the local economy through spending on lodging and food, and showcasing the destination as a whole to drive repeat visits.

Discover Prince William & Manassas Marketing-solution

The Results

Creating Results created a strong identity for the sesquicentennial which included a new "brand" logo and slogan that paid homage to the historic significance of the events being celebrated. Powerful imagery from the Battle of First Manassas/Bull Run was used, along with images from subsequent commemorative reenactments.

Discover Prince William & Manassas Marketing-results
Discover Prince William & Manassas Marketing-results
Discover Prince William & Manassas Marketing-results

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