SECTOR
Municipal
CLIENT
Town of Ludlow, Massachusetts
GOAL
Market the Town of Ludlow as a tourist destination, increasing brand awareness and driving economic growth through increased spending and foot traffic.
Background
With numerous entertainment options in nearby Springfield, visitors and the regional community would bypass the Town of Ludlow, Mass. The Town decided to raise awareness by launching a formal marketing initiative and selected JGPR as its partner.
Concept
After several meetings with Town of Ludlow staff, JGPR’s marketing team landed on a concept to counter the corporate marketing. “Get Lost in Ludlow,” though a bit irreverent, invites visitors and the surrounding community to stop in Ludlow and spend time with its restaurants, recreation, and history.
JGPR is supporting the campaign on multiple platforms. JGPR’s digital team created and launched the official Get Lost in Ludlow website as a clearinghouse for community events. This site integrates seamlessly with newly created social media pages on Facebook, Twitter/X, Instagram, and LinkedIn. The site includes a calendar of community events.
JGPR’s video team produced an introductory video on the home page to highlight the community’s unique spirit and deep Portuguese and Polish heritage.
JGPR staff also spent a day “guerilla marketing.” Staffers met community and business leaders to raise awareness of the campaign, and spotlighted Ludlow businesses on social media in real time.
Our team continues to assist the campaign through regular social media posts and in January 2025 began a monthly newsletter.
Impact
This campaign has raised the Town of Ludlow’s profile significantly, with social media channels garnering more than 20,000 page views within the first 90 days.
The campaign website has generated significant traffic on its home page, “Things to Do” page, and Community Event submission page. The resulting traffic has increased interest in a number of community events, such as the Holiday Murder Mystery, Winter Vendor/Craft, iMPROVISITAS, and Last Night.
Social Media Views in the First 90 Days