Starved Rock is one of the Seven Wonders
Introduction
The 2007 Seven Wonders of Illinois promotion created a great opportunity for both nominees and winners to use the contest as a public relations and marketing tool. Starved Rock State Park took full advantage of this opportunity in a way that can serve as a good destination marketing example to other attractions.
- Create awareness of Starved Rock State Park as one of the official Seven Wonders of Illinois
- Drive visitors to Starved Rock State Park and Lodge
Strategy
Leverage Starved Rock’s designation as one of the official Seven Wonders of Illinois in marketing materials in order to boost tourism.
Tactics
After it was named one of the final Seven Wonders of Illinois, ABC 7/WLS-TV/Chicago held a live, remote broadcast from the Veranda of Starved Rock Lodge to make the official announcement in May. A press conference was held immediately after the broadcast to announce a special day of celebration on July 7, 2007, the natural choice for a day to promote all things “7.”
In an effort to make the most of the opportunity and encourage people to return to Starved Rock or visit for the first time, the campaign’s official logo was placed on as many printed pieces as possible, including:
- Starved Rock FAX cover sheets and written announcements
- 180,000 copies of the Pow Wow (bi-annual newsletter)
- The Web site
- E-mail blasts that were sent to former guests and all recipients in our database
Through repeated use of the Seven Wonders theme, awareness was heightened among former and potential visitors in a variety of ways. Employees of the lodge recorded new voicemail welcome messages that informed callers that the lodge is located in Starved Rock State Park, one of the Seven Wonders of Illinois. The logo was added to internal and external publications, online, and in newspaper, magazine, radio ads and visitor guides for LaSalle County and the Heritage Corridor Convention and Visitors Bureau. A new TV ad also mentioned what an honor it was to be named to this elite group.
Kathy Casstevens, director of marketing for Starved Rock Lodge noted, “July 7, 2007 will never be forgotten. The day started with a Seven Wonders breakfast, included guided hikes, and concluded with a sunset flute concert by Bill “Conquering Bear” Buccholtz. Hikers and guests came from the top of Starved Rock, Wildcat Canyon, and Starved Rock’s Veranda to hear the beautiful music that resonated throughout the park as the day drew to a close.”
Results
Since being named one of the Seven Wonders, Starved Rock has seen a steady increase in internet visits to its site. More than 81,000 Web visits and 247,000 page views since the campaign began indicates a heightened awareness of Starved Rock that can be attributed to the Seven Wonders distinction.
January through June of 2007 had an average of 46,000 visits, but from July through October of 2007, internet visits averaged more than 73,000 per month, showing a sizeable increase during the peak tourist season. Overall, this represents a 12 percent increase in traffic to the Web site, that resulted in increased online bookings at Starved Rock Lodge.