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April AMA Luncheon: Marketing to Millennials with an Integrated Content Campaign
The Abbi Agency recently developed “The North Lake Tahoe Ale Trail,” and a substantial boost for North Lake Tahoe’s tourism sector during the autumn and spring seasons. Millennial travelers account for a large and growing portion of the destination travel market, but young adults simply don’t believe paid advertising as a source of brand advice. That’s challenging marketers such at The Abbi Agency and TravelNevada to develop new approaches.
“The North Lake Tahoe Ale Trail” campaign is built around an interactive map that suggests nearby watering holes that visitors can stop by as part of their trip. The map is supported by four online videos that educate consumers about active outdoor activities at North Lake Tahoe – bicycling, hiking, paddleboarding. Because videos provide useful information on active outdoors experiences at a favorite destination, they tightly engage an audience that seeks to be educated and inspired.
Traditional public relations work also drove consumers aged 25-34 in urban centers such as Los Angeles, Sacramento, San Francisco and Reno to the campaign, creating an interactive experience with clear calls to action. The campaign relies on a carefully calibrated mix of digital media and social media strategies, and the skilled professionals from The Abbi Agency will share what they’ve learned in development and execution of this integrated campaign.
new events. Communicating with the media and building meaningful relationships have been effortless for Connie. From gaining media coverage for nonprofit organizations to creating events attended by nearly 50 media personnel to handling a crisis one-on-one with media, she has provided results that have led to increased awareness, increased purchases and changes in consumer behavior.
arts lends traditional discipline to his digital design, and after three successful years as an independent designer, he was named the agency’s Graphic Manager. His current creative duties include logo design, print collateral and website strategy. He is able to infuse creativity and innovative eye-catching design to capture a brand’s essence, a talent that consistently serves the needs of the agency’s diverse clientele.
Networking and registration start at 11:30. Presentation at noon.
Are you an AMA member? If you bring a non-AMA member friend to the luncheon you get a Starbucks gift card!!