An Unprecedented Opportunity

In 2021, funds provided to DMOs across the state through the COVID-related Tourism Recovery Fund (TRF) provided an unprecedented level of resources to destinations large and small. Visit Jackson was no exception. DMOs now have a second round of relief funding (TRF2) to be allocated in early 2022, with a possible third round (TRF3) to be allotted in the near future.

The TRF program allows Visit Jackson to produce new marketing assets, open new media markets, and bolster media presence in important legacy markets. Early results from the original TRF campaign showed promise. With a new strategic focus and media allocation strategy, Visit Jackson is poised to make a historically successful impact. This plan provides a guiding roadmap to ensure that this potential is realized.

FOCUS ON THE DESTINATION’S STRENGTHS

Jackson possesses many hospitality assets that stretch across the destination’s “pillars.” These include arts, culture, literature; and culinary, nightlife/music. Attractions, assets, and businesses associated with these pillars are competitive with other regional destinations but not proprietary to Jackson. The area in which Jackson shines is by being a ground zero for the Civil Rights/Freedom movement in America. Historical locations, exhibits and events, coupled with a genuinely world-class Civil Rights museum, allow Jackson to own the space in the region. The Freedom movement also permeates many of the other tourism pillars previously mentioned. For these reasons, Civil Rights has been identified as Jackson’s most vital and proprietary destination marketing asset. Moving forward, this plan focuses on utilizing Jackson’s Civil Rights assets as the leading decision driver for destination marketing.

Continue To Invest In Established Branding

The City With Soul messaging that supports Visit Jackson is over a decade old and has gained significant equity. Businesses in the city have adopted it, and even outside third-party advertisers have utilized the messaging to promote their products to area consumers. The messaging also aligns well with the “Civil Rights first” strategy that is being implemented. Over the next few years, Visit Jackson will further invest in promoting and strengthening the concept of The City With Soul.