» Client: Colonial Williamsburg
» Job: Create a campaign that will attract visitors to Williamsburg who may have had a negative impression of the tourist destination in the past. Showcase the fresh face of Williamsburg by featuring its newest attraction — a two-hour live-action event that puts visitors in the middle of “The Revolutionary City.”
» Agency: Arnold Worldwide
» Theme: The new campaign showcases a hipper, more dynamic Williamsburg while staying true to its official mission “that the future may learn from the past.”
» The Concept: Convey the excitement of a trip to Williamsburg with television ads that juxtapose Revolutionary-period America with today. The 30-second television spots have viewers thinking they’re watching a movie trailer for a dramatic film about the Revolutionary War, but then the spot cuts to a modern office worker standing by a water cooler who says, “That was my weekend.”
» The Plan: Target families in the Northeast who might be planning a summer vacation by car. The television spots, which launched May 1, are running in regional markets from New York to Raleigh, N.C., and as far west as Cleveland. Print, radio and online ads are also running in local media outlets.
» Creative Team: Ron Lawner (chief creative officer); Woody Kay (executive creative director); Mick Sutter (associate creative director); Rebecca Mabie (art director); ChristinaRaia and Jennifer Kim (brand planners); Maggie Bergin, Jennifer Chick, and Meredith Harding (account managers). TV spot credits: Mike Lawson (producer), Mary Donington (assistant producer), Sean Ehringer (director), Samantha Balassa (music, Motive Music Productions), Adam Schwartz (editor)
» Ages: 28 to 55
» Background: Arnold Worldwide, one of the biggest ad agencies in the nation, specializes in brand promotions, business strategies and corporate communications.
The team at the Washington office works with national clients such as Amtrak.
» Working on Next: A campaign for Choice Hotels.
