Project: Leisure Travel Market Advertising Campaign

Client: Galena & Jo Daviess County Convention & Visitors Bureau

Campaign components: Newspaper advertising, newspaper inserts and a value-added
component on the client's Web site.

Goal: To implement a direct response campaign to promote the destination's experience
to the leisure travel target market.

TDSM Solution:
By utilizing the destination's positioning statement, TDSM developed the "GalenaScapes"
campaign, which focused on the unique topography, architecture and quiet sophistication
of the destination. The campaign featured beautiful Galena scenes painted by local Galena
artists coupled with clever tongue-in-cheek headlines.

The campaign consisted of newspaper advertisements, newspaper inserts and a
value-added component on the clientÕs Web site. Newspaper display ads in the Chicago
Tribune, Daily Herald, and Pioneer Press were inserted before and after more than
500,000 full-color, free-standing inserts were dropped in targeted zip code areas.
A special Web page was designed where insert recipients could enter to win a signed
print of the featured art .

Results:
Requests for visitor guides were up 33% from the previous year and unique
visitor sessions on the destination's Web site were up by 30%.