Without a major interstate, airport or any other business development, Natchez changed very little over the past century.
Strategy: Position Natchez as a destination wedding location. So many girls dream of big weddings with a prince and a big dress. A big southern wedding is the closest thing to royalty in America. With big hair, big dresses and a horse drawn carriage, it’s as if the fairy tale has come to life.
Result: With a campaign that kicked off in Southern Living magazine, the town saw a 12% increase in weddings within the first year, with some bed and breakfasts seeing up to a 38% increase in bookings over the previous year.
The Natchez campaign received the 2009 CVB of the Year Award for CVB’s with a budget of $750K to $1M for branding and online marketing initiatives.