Luckie & Company Taps Into Contextual Marketing Trend, Creates Innovative Campaign for Williamsburg, Va.

by Luckie Newsdesk

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April 25, 2016 (Birmingham, AL): Luckie & Company is helping the Williamsburg Area Destination Marketing Committee and the Greater Williamsburg Chamber and Tourism Alliance get ready for the summer tourism season with a contextual marketing travel campaign called “Summer of Freedom.”

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Through in-depth research, Luckie discovered that most Americans don’t use all of their paid vacation time, which has a real impact on children. This finding prompted Luckie to develop six 15-second videos targeted to align with programing focused on crime, drama and comedy content to be distributed through Hulu, CBS.com and Tremor Video until the end of June.

“We used a unique targeting strategy that layered contextual targeting with addressability,” said Eunice Carter, VP/Media Director of Luckie & Company. “We’re going beyond the mechanics of contextual targeting by delivering our content in the most relevant and opportune moments.”

It took strong media partners to handle all the moving parts for this campaign and to deliver a message that would resonate with the chief vacation officer of every family – aka Mom. It also required a character. So the team created a charming child character, Meta Mikey, to encourage families to take vacations and included messaging that would correlate to the content of the TV show or web page where the Meta Mikey content appeared.

“Luckie has been able to bring more authenticity and humanity to our marketing by being creative with not only the messaging, but how and where it’s delivered,” said Corrina Ferguson, Director of Destination Campaign Marketing for the Greater Williamsburg Chamber & Tourism Alliance.

“Meta Mikey is a demonstration of how creative and media can work together to be more strategic,” said Stephanie Naman, VP/Creative Director at Luckie. “We call it passionate collaboration, and it’s how we bring our clients closer to their customers than ever before.”

About Luckie & Company: Founded in 1953, Luckie is a one-of-a-kind human experience agency based in Birmingham, Ala., with offices in Atlanta and Austin, Texas. Our mission is to build deeper relationships between people, brands, businesses and communities. Our business is simple: We help brands be more human. Through a seamless integration of creativity, media, data and technology – anchored and aligned through strategy and deep insights – we help our clients build stronger connections with their customers across the entire customer journey. Today, we’re proud to deliver meaningful results for exciting brands and innovative marketers such as GlaxoSmithKline, Regions Bank, Piedmont Hospital, Grandview Medical Center, Marriott, Little Debbie, Brown-Forman, Express Oil Change and Alabama Power. For more about the power of the human experience, find us at luckie.com.

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