America's Historic Triangle Vacation Package
Williamsburg, Virginia has the unequalled ability to tell the story of the birth of America through
three of the nation's premiere living history museums. Jamestown Settlement takes you to the first
successful British colony in North America; Colonial Williamsburg transports you to the brink of
the American Revolution and Yorktown Victory Center lets you experience the events leading up
to the successful conclusion of the Revolutionary War. FWV developed an integrated advertising,
public relations and guerilla marketing program to raise awareness and understanding of a package
offer uniting all three attractions. The program reinvigorated the 4-year-old program, delivering
substantial growth in ticket sales and room nights.
Rolling Patriot
Motorcoach operators traditionally have trouble bringing repeat business to Williamsburg, Virginia.
"Been there, done that," is their customers' typical refrain. Rolling Patriot unites 10 second-tier
attractions, everything from the horse racetrack to a river cruise to the state's largest winery.
Turnkey, and themed itineraries are provided through a receptive operator. FWV positioned the
program as a tool for motorcoach operators and group leaders to produce repeat business to
the area. In three years, FWV helped the program become a major player, with the second largest
motorcoach operator FAM tour in Williamsburg, consistent coverage in the travel press and
seamless service via an interactive Web site.
V8 Vacation
Branding is a powerful marketing tool that is, surprisingly, rarely used to promote a vacation experience.
FWV assists areas in identifying the core brand value of their tourism offerings, defines the
experience as a brand and assists in delivering it to visitors as a hassle-free, easy to understand
vacation option. FWV is working with Oakland County, Michigan to launch the V8 Vacation, which
showcases the automotive heritage and upscale offerings of the area just north of Detroit.
Tweetsie Railroad
North Carolina's oldest themed attraction, Tweetsie Railroad, faced a challenging season in 2003.
Rained out weekends from May until mid-July, a bad economy, unprecedented manufacturing
layoffs and plant closures in key feeder markets combined to produce what looked to be a disastrous
year. FWV conducted an aggressive integrated marketing plan with emphasis on media
relations and promotions to bolster their traditional advertising efforts and, importantly, introduce
Tweetsie Railroad to new residents in key marketing areas. The result was a recovery of attendance
in the second half of the season combined with a dramatic shift upward in terms of key
demographic measures: household income and education. Admissions per capita and in-park
spending increased significantly, producing better financial performance than expected.
