Print, Display, OTT, and Outdoor
VISIT MACON
Macon, Georgia’s Music Legacy Looms Large
The Challenge
With its rich music history, stunning architecture, Southern charm, and diverse culinary scene, Macon, Georgia, is “Where Soul Lives.” We help Visit Macon, a non-profit 501(c)6, lead marketing that promotes the region as a superior visitor and meeting destination. Our challenge was to refresh the annual creative campaign that helps bring nearly a million visitors to the area each year.
While the destination’s positioning as a “southern soul” experience has not changed, it was time for new creative to disrupt the cluttered tourism category.
The Work
A large part of the brand’s identity is tied to local greats including Little Richard, Otis Redding, the Allman Brothers Band, and Capricorn Studios, to name a few. These legends loom larger than life due to their undisputed impact on American music and culture. We wanted to bring that sense of profoundness and awe to the work. We developed work that puts the legends truly “larger than life” within Macon’s downtown for a showstopping effect.
Digital executions feature an animated playlist button that, when clicked, takes visitors to a hotel booking page that features an embedded Spotify playlist. Visitors get to start their musical journey simply by hitting play!
The Result
Hot off the press! This campaign is in progress.
Macon, Georgia’s International Cherry Blossom Festival
The Challenge
Macon, Georgia, boasts the highest concentration of cherry blossom trees in the world. Each year, the International Cherry Blossom Festival celebrates the arrival of the first blooms in late March. However, the blossoms follow nature’s unpredictable schedule and their appearance isn’t guaranteed to coincide with the festival. When the trees don’t bloom during the festival window, visitors often feel disappointed.
The Work
Rebel Fox developed a campaign to set expectations with visitors before they made the journey to Macon, Georgia. The goal of the communication was to ensure that people knew there was plenty of fun to be had, whether the cherry blossom trees bloomed on time or not. The campaign included print, display, OTT, and outdoor.
The Result
This campaign is currently in market.
