Leighton Interactive first started working with Clearwater Travel Plaza in May 2015 on new campaign strategies. Known as a truckstop, Clearwater Travel Plaza needed to create awareness of the numerous amenities to appeal to a wider audience. They wanted to continue to bring in their professional truckers, but also become a destination to a wider audience. With its bakery, restaurant, pub, general store, gas station, and gift shop, Clearwater Travel Plaza had a great deal of information to communicate.
We wanted to focus on what makes Clearwater Travel Plaza different and unique. We created the “Slow Ride” campaign that combines headlines with nostalgic word play with the focus on the differentiators of the Plaza. By emphasizing these differentiators with a nostalgic touch, we connect with the prospect on concepts of the familiar, home, family. We used this to highlight the Plaza’s culture as “community”.
Using this overall “Slow Ride” approach, we relied heavily on social media to reach the audience, as well as outdoor billboards and radio. These tactics were used to reach the audience where they were. In our social media management, we focused on consistent posts through Facebook, Facebook ads, and Facebook promotions. Running social media contests is a great way to increase audience involvement, especially when it’s food related.