Challenge

The City of Salem, MA wanted to create more monetary value from the tourists coming to Salem for Halloween in October, and turn them into "lifetime customers of Salem".

Solution

King Fish created the Haunted Passport - a visitor acquisition and customer retention program that gave visitors discounts and benefits at over 75 local businesses and attractions throughout Salem.

Content

King Fish partnered with Mix 98-5 and the Boston Globe to promote the program with a series of on air/online/print ads, and developed a custom interactive, web site to sell the passes. King Fish created the audience development plan for the site and an aggressive public relations plan across the US and New England.

Success

The passport web site was visited by almost 25,000 people and thousands of Haunted Passports were sold. The program was a huge success among the merchants who saw incremental business during October.

 

King Fish Media was a great partner for the City of Salem. We appreciated the creativity, initiative and execution they brought to the Haunted Passport program. In addition, they helped us get great press attention for the program and the city. Overall, working with King Fish was a great experience.
- Kimberley Driscoll, Mayor, City of Salem, MA

 

Working with King Fish Media was a pleasure. Not only did they look for every opportunity to build exposure for our station, but they sought out opportunities to make our clients shine as well. Our relationship was founded on smart strategies, strong communication, and a mutual will to win...and great results that followed. King Fish Media is an ideal partner.
- Kelly Gray, New Business Development Manager, WBMX-FM / Mix 98-5