Instituting A Promotional Campaign For A Unique And Novel Venture

Challenge: A cavern tour company wants to increase adventure tourism in the area through word of mouth or buzz marketing.

How do you eliminate the fear of novelty or the unknown? How do you remove a prospect’s hesitation of trying something because the concept seems so new and unfamiliar to them. Would you ever try uniquely educational and historical adventure through a cave? That was the challenge for a cavern tour company who wanted to enhance the interest of tourists and increase the number of cavern tours taken per year.

Solution: The tour guide “glows” for the crowd.

The tour guide carried a handful of Nite Glow Pencils and reiterated the instructions to “follow the glow where ever it goes.” The tour guide handed a pencil to each person who completed the hike. The pen had the name and website to the corresponding cavern, where more information could be researched. The pencils were a great way giveaway because it not only allowed the participant to bring information home in a unique way but the pencil and the actual cavern tour acted as a conversation starter. A unique promotional item that is aligned with your company’s objectives makes for effective promotions (i.e. the cavern tour company using the glowing pencil to illuminate the underground cave to make navigation easier).

Result: Tourists ‘go into the light.’

The cavern tours became a highly recommended and highly demanded alternative to regular hiking and adventure tourism increased in the area because not only was the experience memorable but the completion of the adventure was rewarded with a fun promotional item.

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