VHS plans ‘rebound’ marketing campaign – Hot Springs Sentinel

MKT Plan

Visit Hot Springs plans to implement a mostly digital, four-phase “Rebound Marketing Plan” of about $447,300 to promote Hot Springs and its businesses as the COVID-19 pandemic subsides.

If there is a spike in positive COVID-19 cases in the county during the promotion, Visit Hot Springs Marketing Director Bill Solleder said the “beauty” of digital advertising is that it can be “turned on and off” and they can “add dollars to it, and take away dollars,” with just the “push of a button.”

“If the citizens of Arkansas don’t pay attention to social distancing and the guidelines that the governor and health department have laid out, and we begin spiking … again and the governor does start shutting things down again, which is a real possibility, we will pause the campaign,” Solleder said.

Phases one and two of the marketing plan are being conducted by the Visit Hot Springs marketing team with a $47,300 budget. Phases three and four are being conducted by Little Rock media company CJRW with a $400,000 budget.

The phases are as follows:

• Phase one: The Touch State Reminder Campaign.

• Phase two: The Local Campaign.

• Phase three: The Statewide Campaign.

• Phase four: The Key Feeder Market Campaign.

Solleder said all of the start dates for the phases are “tentative,” as they are “dealing with a moving target.”

Phase one, which is about a three-week campaign set to launch Sunday, encourages the idea of “Plan now, play later.” It will market to Memphis, Dallas, Shreveport, Tulsa, Springfield, Mo., Monroe, La., and
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