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Wildwoods
How the Wildwoods Went from Doo-Wop to Don’t Miss
People know the Wildwoods. But it’s what they don’t know that may surprise them. People know the Wildwoods for the excitement and thrills, but they may go somewhere else for the quiet side of summer. We wanted to let people know that every shade of summer is right here.
The Strategy
We needed to shift people’s perception from doo-wop to do everything. With the best of the shore on one 5-mile island, the Wildwoods have something for families, foodies, festivalgoers and—well—everyone else. We created a video, OOH and digital campaign that showed how the Wildwoods can help you lose yourself in the best possible way. We used targeted language and strategic planning times to reach early bookers as well as midseason and late-season planners.
Evolution
What’s in store for the Wildwoods? You’re welcome to find out. For this new campaign, we leveraged the iconic sign to show that every kind of vacationer, no matter what their style or budget, can find their perfect stay in the Wildwoods.
The Success
Talk about a wave of excitement. The Wildwoods have had record-breaking attendance. And our flexible approach allows us to quickly combine elements in new ways to refresh the campaign throughout the year, to capture vacationers’ attention during those key booking times—letting people know that the best vacations are closer than they may expect.
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