The Williamsburg Area Destination Marketing Committee (WADMC), the Greater Williamsburg Chamber & Tourism Alliance and their marketing agency of record, Luckie & Company, have created a clever, attention-grabbing tourism campaign aimed at combating vacation deprivation. “The Funologist” is in its first month and has already increased website traffic by 55 percent.
In a series of online videos and TV spots, real families are asked to discuss family dynamics for a research project. They are shocked to discover that the “doctor” who will be interviewing them is actually a 9-year-old expert in fun called the Funologist. During unscripted interviews, the Funologist, played by Mira Silverman, recognizes some common problems – schedules that are packed more often than suitcases, and a desire to run away from home … as a family. The solution is always a fun getaway to Greater Williamsburg, a destination with such a wide range of activities that there’s something for everyone to enjoy.
While the campaign takes a lighthearted, tongue-in-cheek approach to how desperately families need a vacation, the effects of vacation deprivation are quite real. Luckie’s research shows that most Americans don’t use all of their paid vacation time, a human truth that has a real impact on children. Yet families that vacation together have stronger relationships, higher levels of happiness and a greater sense of well-being. In fact, 84 percent of kids report feeling closer to their parents when they take time off.
“In our recent marketing campaigns, we’ve documented the experiences of four real families on a vacation in Greater Williamsburg,” said Stephanie Naman, vice president and creative director at Luckie. “So we’ve seen firsthand how these trips are the perfect antidote to vacation deprivation, giving families a chance to reconnect, have fun, spark curiosity and relax. Our Funologist wants everyone to experience that kind of family fun.”
“Luckie has been able to use real families in unique, creative ways to give our campaigns authenticity and credibility, ” said Corrina Ferguson, director of destination campaign marketing for the Greater Williamsburg Chamber & Tourism Alliance. “This strategy has been incredibly successful for us, resulting in increased visits from key target markets.”
“We used sophisticated data and business intelligence strategies to drill down to a simple human truth,” said Luckie Strategic Engagement Director Kristin Layman. “The Funologist campaign is supported across all channels, giving us ample opportunities to experiment, measure and optimize how to drive more engagement with consumers.”
About Luckie & Company
With offices in Atlanta, Birmingham and Austin, Luckie is a marketing agency that specializes in the human experience. We use behavioral and data science to develop powerful insights that inform and inspire our story crafting. Then, with a combination of content marketing, CRM, traditional and digital media, and award-winning creative, we help brands find innovative ways to own the customer journey. Today, we’re happy to partner with these great clients to help them get closer to their customers and make the most of their marketing dollars: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Grandview Medical Center, Marriott, Little Debbie, Brown-Forman, Express Oil Change, Alabama Power and Williamsburg, Va. To learn more about our marriage of science and creativity or just to connect with one of our super-talented Luckie humans, check us out at luckie.com.
