the challenge (pt. 1)

The City of Salem is long associated the world over with witches, warlocks, horrors and hauntings.

Although a tried-and-true driver of tourism (at least some of the time), the city has so much more to offer. From world-class art openings and eclectic shopping to gastronomic delights, Salem is a city on the move.

the challenge (pt. 2)

Our task was to help Salem evolve its image as “The Witch City.” This evolution, however, had to effect change in perceptions while still paying homage to the city’s storied past.

the results (pt. 1)

By leveraging focused media partnerships we were able to reach more potential local visitors with event-specific promotions.

With greater awareness of all the on-going reasons to explore Salem, the city’s seasonality and economic base expanded.

the results (pt. 2)

The excitement generated by the new branding more effectively marketed the city and its attractions both regionally and nationally, resulting in a 15% increase in tourism.