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Advertising Campaign Video Case Study 16 minutes Kentucky Tourism and Doe Andersen Advertising: Beyond the Media In this case study, created especially for professors using Contemporary Advertising, we see how many of the concepts taught in the text come to life in the real world. Officials from the Kentucky State Departments of Travel and Tourism explain how important tourism is to the economic health of a state like Kentucky and, interestingly, also to the quality of life of the state’s citizens. The video also profiles Doe Andersen, the ad agency that handles the state’s tourism account. The agency has been in business since 1915 and handles many of the state’s largest and most prestigious accounts. Most importantly, the video illustrates how well a client and agency can work together to further the client’s interests, in this case even to the point of finding marketing partners to help pay for and communicate the state’s advertising message. Questions for Classroom Discussion 1. What was the basic marketing problem that the Kentucky tourism officials presented to Doe Andersen to solve? Ans: Research showed that 40% of the state’s visitors were coming in to visit family and friends, but that their local hosts were not taking them out to visit many of the state’s good tourist destinations. Doe Andersen had to come up with a plan to empower and motivate local residents to be better hosts and more knowledgeable about local and regional attractions. 2. What unique idea did the agency recommend to help solve the problem and help finance the state’s campaign? What effect did it have? Ans: The agency actually found a marketing partner, Kroger Food Stores, to help promote tourism in the state to their customer list. Kroger spent over half a million dollars on the effort and enabled Kentucky Tourism to distribute its Host Kit to over half a million people. 3. In its out-of-state advertising, how did Doe Andersen position the state? Ans: Due to the state’s central geographic location, they decided to promote the state as a getaway destination rather than a place for a week-long vacation. 4. What media classes did Doe Andersen employ in its advertising campaign and how did it determine which vehicles to use? Ans: The agency employed magazines, radio, and TV advertising. The client tracked inquiries very carefully to determine which media vehicles were pulling best, so that they could adjust the advertising schedule accordingly. 5. What approach did Doe Andersen use to come up with creative ideas for the campaign? How does this differ from the standard approach described in your text? Ans: The standard approach used by agencies and described in the text is to assign a creative team – copywriter, art director, and creative director – to each account. Doe Andersen uses what it calls the Jump Ball Approach, in which the whole creative department is given the task of coming up with the big idea for the campaign. The team that comes up with the best idea wins. They like this approach because they feel it generates more ideas and keeps the work fresh. 6. What slogan did Doe Andersen develop for the Kentucky Tourism account? Why did they come up with this and what do you think of it? Ans: “Kentucky, It’s that friendly.” This line came out of research that showed that people visiting the state really felt that Kentuckians were genuinely warm and friendly. Answers will vary about how well students like the slogan, but this question presents a rich opportunity for students to explore other approaches and suggest alternative ideas.