Restart Strategy

Restart Strategy Leisure (Domestic)

Marketing in a pandemic/post-pandemic era requires a certain level of sensitivity. Visit Jackson cannot appear to be tone deaf and assume our audience is ready to explore new and unfamiliar destinations. We must acknowledge that travelers coming out of “lockdown mode” will still probably be unsure about their future plans. Some will be itching to “get out and go,” yet will still likely be hesitant to take a big plunge, venture out very far (especially if the trip requires air travel), or commit to a big expenditure.

Jackson is in an excellent position relative to drive markets (I-55/I-20) to capitalize on cabin fever of potential travelers. The destination represents somewhere visitors can have a great time, explore new experiences, and not take big risks.

Our FY 2021 strategy is designed to position Jackson to wouldbe travelers who may have no familiarity with the destination, or only know the city as a “pass through,” as a relatively close, safe destination full of new experiences. We will encourage travelers to “go beyond the interstates.” The campaign fits with the larger “City With Soul” campaign first developed in 2016 which has leveraged Jackson’s hospitality asset pillars that align with Millennial traveler decision drivers.

Our campaign will invite travelers to venture off the interstates, beyond the frontage roads into the city’s quaint neighborhoods, attractions, and award-winning restaurants - where the real “soul” of Jackson lies. Visitors will discover authentic experiences that aren’t a world away, and that they never knew existed. And they just might decide to come back.

The campaign will continue to leverage branding from Jackson’s successful and ongoing “City With Soul” campaign. Video and audio assets that align with previous branding efforts will lean heavily on Jackson’s most notable hospitality pillars - Civil Rights/ History, Culinary, Arts/Literature, and other “authentic” experiences that cannot be found in more “touristy” destinations.