KALAMAZOO, MI (WKZO AM/FM) – Kalamazoo may not be a tourist town like South Haven or Frankenmuth, but there are a lot of things you can do here that you can’t do there.
Discover Kalamazoo is launching a big advertising campaign to make that point to day trippers, that’s people in a 300-mile radius with time on their hands, money to spend, looking for fun things to do.
Director Jane Ghosh says it will be mostly on digital platforms, and has been scientifically researched, professionally designed and tested to bring people here.
She says they tested the new slogan “Fun Awaits You in Kalamazoo” against their old one “Yes there really is a Kalamazoo,” and the new one was better.
The digital ads will feature short slogans that all rhyme like “Grab a Craft Brew in Kalamazoo” or “Bring the whole Crew to Kalamazoo.”
She says it’s been in the works for the last 2-1/2 years doing surveys locally and regionally to shape the message, and then designing the ads to be effective.
She says they will be able to use credit card and phone tracking data to determine if it’s been successful.
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