The campaign for Fayetteville, NC, does not outwardly promote tourism, which is nevertheless its goal. Fayetteville, a largely military town, does not have the attractions to be a travel "destination."
Instead, it aims to build on its reputation for patriotism to attract passing car-trippers on the I-95 corridor for an hour, a meal, or perhaps an overnight. (As executive creative director Robert Shaw West puts it, "a two-night stay would be a home run.") The campaign's lighthearted, patriotic videos are designed to be shared by local bloggers (especially military moms and spouses), area businesses and social media audiences.
Also, the three online characters will tweet and post under the @AmericaGroupies handle. They will engage especially with large news and celebrity accounts where a humorous, patriotic view might be relevant.
Robert Shaw West - ECD - The Republik
Matt Shapiro - ACD/AD - The Republik
Jason Evans - CW/Account Sup. - The Republik
Mark Scoggins - Dir./Producer - The Republik
Melinda Jackson - Social Media Sup. - The Republik
Dwayne Fry - Strategic Director - The Republik
Rachel Wells - PR Dir. - The Republik