Organization: Kansas City Convention and Visitors Bureau Title: Kansas City—What a Trip! Goal: Create branding video targeting corporate and association meeting planners; sway opinion held that “there’s nothing to do in Kansas City.” Show the City’s personality, attractions and heritage in a fun, engaging way. Skillset: The video served several defined purposes:
Strategy: Focus groups held in NYC and Chicago unveiled that KC—as a meeting destination for large conventions and trade shows—had no top of mind awareness with targeted meeting planners. The perceptions where not negative; they just weren’t on the radar screen. And if there were perceptions they were usually incorrect. In order the translate the “Discover the Secrets” print campaign describing KC’s “destination drivers” to transient audiences the KCCVB produced a video with the same core objective: address the misconceptions about KC and define the destination’s brand and it’s many “All American”-heritage reasons to visit. The 5-minute video won the “best of show” OMNI Award (KC Ad Club) in the VIDEO category, 1996. It was created in Kansas City by locals, and even features a sound track written and edited for the film. The project became a collaboration between key players in the Kansas City and State of Missouri tourism communities. For affordability, some scenes were filmed specifically for the video and then combined with B-roll generously sourced and donated by Kansas City attractions and studios. Executive Producer/ Project Manager: Creative Team: Randall Becker Scott Henson Randy Warren Mike Shell Original Music: Rick Huyett |