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Sean Rooks

Integrated Digital Marketing Strategist and User Experience Director — VA

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Published:: Dec 11, 2012

2012 Autumn Campaigns for Colonial Williamsburg

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The shoulder seasons tend to be a period of need for the Williamsburg area. In Autumn, we developed a strategy to attract new audiences by highlighting aspects of the Colonial Williamsburg experience unknown to the public. Two campaigns were created -- Autumn Senses highlights our seasonable weather and arts and cultural events -- Birdies & BBQ describes a guy's weekend spent golfing on our 3 courses and scarfing amazing barbecue paired with local microbrews. I was responsible for working with our agencies to develop the strategies and ad concepts and I managed the team that developed the content strategy for our landing pages and social media. Engagement for the campaigns was high with very good performance on all key digital metrics.

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We built more than one ad concept for Autumn Senses. One more geared toward the sights and smells of the season, and one toward positioning CW as a great romantic getaway.

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Both sets of Autumn Senses ad creative directed to our landing page, which featured seasonal experiences, a call to action to book our Autumn Senses vacation package, and details on arts and cultural events including wine and cheese tastings and spooky ghost tours. We also leveraged video content created for seeding in social by pulling into the page directly to help sell the season in the words of our locals.

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Birdies and BBQ was more clearly geared toward a guy's weekend with a more male voice and approach. Almost caveman, with a focus on competition, food, and beer.

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Our Birdies and BBQ landing page further described our cred as a golf and beer destination with video content on our well-reviewed historic-brew turned micro-brew called "Old Stitch" and details on our courses and dining options.

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We produced 4 custom videos for social distribution on our arts programming, beer and food pairings, our historic brew "Old Stitch" and an overview of our stellar golf facilities. All can be viewed on the CW YouTube channel at http://www.youtube.com/colonialwilliamsburg

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Our seasonal branding extended into social, with our channels supporting the campaigns with Autumn Senses running during September and Birdies and BBQ running through October into November.