Despite being one of 2004’s biggest celebrations, the Grand Excursion had a limited marketing budget and a variety of messages to cover.
First, the event itself – a re-creation of a 150-year-old expedition few people had even heard of – needed awareness. Then there were attractions to announce: paddle wheeler cruises, train trips and celebrations in over 50 communities along the Upper Mississippi River. And if all that wasn’t enough, $5 billion dollars of new development on the Mississippi was also to be trumpeted.
Beginning with a theme I developed – See You On The Mississippi! – the campaign took shape with a modular format that would allow for highlighting multiple events and corporate sponsors, and ensure consistency among all printed materials.
Ads were packed with information without being overwhelming to readers. Headlines were written to clearly announce the event and sell tickets, yet also differentiate the Grand Excursion from other events by referencing its historical underpinnings. This versatile format was extended into direct mail pieces, brochures, boat info sheets and posters. I also wrote TV scripts and radio scripts, web page copy and a monthly email newsletter.
Hundreds of cruises and train rides were filled, and the Grand Excursion sailed into history once again as one of the Midwest’s biggest events.
