Situation: When Group CJ realized the Berea Tourism Commission and the Lexington Convention and Visitors Bureau had set their sights on the same niche target, we proposed they pool their resources to increase their chance of success. We’re pretty astute about spotting opportunities to broker mutually-beneficial partnerships between like-minded entities for the common good. The target is the highly sought after fine-arts traveler: an affluent, educated, woman 45+, with an appreciation for the trappings of the equine lifestyle. This woman seeks sophisticated firsthand experiences of art, culture, heritage and all things culinary, to share with friends and family, within a few hours’ drive from home. All of which Lexington, Shaker Village and Berea offer in over-abundance.
Hot Idea: Realizing that we have a lot in common with this target, we crafted a weekend packed with typical culinary, artistic and equine events and invited a focus group of savvy women from the Cincinnati area to road test it. From their positive feedback and subsequent thinking came the idea of Bluegrass Exclusive, the “inside scoop” on events and activities in the Bluegrass hand-picked to appeal to this target and her friends. Complete with itineraries and incentives to tempt her to travel south and spend a night or two in town.
Cool Results: Colorful inserts and ads in the New York Times, Cincinnati Enquirer and Cincinnati Express are garnering feedback of the “I had no idea all this was going on down in the Bluegrass!” variety. Plus the added ‘star appeal’ of Miss Ashley Judd as the voice talent for our television spots.