Salem, Massachusetts is considered to be the
Halloween destination of America. Residents
consider October their fifth season of the year with a
month-long calendar of celebrations. In October
alone, Salem manages to accumulate over 300,000
visitors to the city.
activities include giant street parties, costume
parades, haunted storytelling and lantern- guided
walking tours in efforts to attract as many visitors as
Background of Salem
The celebrations in October bring in the most tourism for the city
and they want to expand tourism to other months as well.
In Salem it is their goal to increase tourism during the other months
of the year and not just focus on the month of October. This campaign
worked to aim tourism toward things that aren’t Halloween related so
the city is able to attract visitors during other months of the year.
The city wanted to reach everyone from the Salem Hospital, the
downtown shops, local restaurants, and Salem State University.
Salem paid the advertising and marketing company $25,000 to
create the new brand and make a positioning strategy to appeal
to the stakeholders, tourism businesses, and Salem residents.
The company created a new logo for Salem which provided the
viewer with two different visual interpretations, either a sailboat
or a witch’s hat.
Tapping into the
-Focused on people traveling in Boston
-Did research and discovered most people traveling
to Boston are white-collar middle-aged people
-This allowed Salem to focus marketing efforts on
that target audience