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Fairfax County Tourism Launches Interactive Mobile Campaign

July 5, 2013 Destination North America No Comments Email Email

Visit Fairfax, the destination marketing organization representing Fairfax County, Virginia, has launched “Historical Figures,” an innovative cross-platform promotional campaign targeting Smartphone users. 

Wild postings and transit posters featuring some of our nation’s most prominent historical figures will be positioned in high-traffic urban areas. Smartphone users can then transform these static posters into an interactive experience with just a few clicks.

When a portrait of George Washington, Thomas Jefferson, or Benjamin Franklin is scanned by a QR code reader, a video presenting the figures’ talking mouths will appear on a user’s mobile phone. One of our nation’s forefathers will then come to life as they tout the many virtues of a visit to Fairfax County.

In early March, Barry Biggar, President and CEO of Visit Fairfax, challenged the organization’s digital marketing and advertising agency, White+Partners to bring forth ideas that would promote the key messaging points of Fairfax County to an increasingly mobile, “experience hungry” audience. When analyzing their target demographic and comparing it with the heaviest users of mobile media, the idea behind this campaign—and its relatively low cost—became very compelling for Biggar.

“We believe this campaign reaches our key demographic of young, educated, digitally-savvy consumers. This really is an exceptional example of attention-getting guerilla marketing,” Biggar said.  “And the minute you see the QR code graphic over the historical portrait, it piques your interest. You’re compelled to find out what it’s all about.”

“The idea behind this campaign was to integrate a mobile media culture with Fairfax County’s deep historical roots, using interactive technology,” said Matt White, CEO of White+Partners. “The launch of ‘Historical Figures’ will create a unique and innovative way for tourists and residents alike to learn about Fairfax County as a destination.”

To underscore the historic theme, the campaign will be launched over the 4th of July holiday in New York, Philadelphia andWashington D.C., the primary feeder markets to Fairfax County. The campaign will run throughout the summer.

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