Made in Eureka Springs: CAPC director presents 2017 advertising campaign

Friday, November 18, 2016

The Eureka Springs City Advertising and Promotion Commission unveiled its 2017 advertising campaign Nov. 9. The theme of the campaign is "Made in Eureka Springs."

Director Mike Maloney said the concept of the campaign came from a similar campaign the state of Arkansas has been working on, called "Made in Arkansas."

"A lot of the incredible things have been created in the state. Virtually every region of the Arkansas area will get some attention from the campaign, but the campaign can only do so much," Maloney said. "So every section wants a big slice of this upcoming campaign. It becomes the opportunity to elevate the campaign to those regions that have a greater amount to offer."

Eureka Springs is certainly one of these regions, he said. The campaign is a perfect fit for Eureka Springs, Maloney said, because so many unique products and experiences are made in the city.

"It only takes a few minutes to create lists of dozens and dozens of things that are made in Eureka Springs. In fact, it's almost mind-boggling the amount of products and experiences that are created here," he said. "What draws people to Eureka Springs is the things they can't find or experience anywhere else. "

He listed some of these things, including the bed and breakfasts, lodgings, two rivers, two lakes, hotels, no stoplights and a retail shopping experience that "rivals any city in the country."

"Over a million people last year traveled to the city to take something that was made in Eureka Springs home with them. It may have been the best meal they had, a painting or jewelry," Maloney said. "Eureka Springs carries a wonderful tradition of life at its best. When it's made in Eureka Springs, the memories that are attached to it are life-long."

The campaign has limitless opportunities for the city, Maloney said. He pointed to the dozens of art studios, kitchens, clothing stores, outdoor adventure of all types and shows at The Auditorium as what the city can showcase in the campaign. The best part of the campaign, he said, is that everyone in Eureka Springs can participate in it.

"We've structured 'Made in Eureka Springs' to allow almost anyone to have input in the process with a simple online forum. Eureka Springs residents can submit their ideas to us," Maloney said. "Whether it's perfect for a television piece or the perfect idea that goes viral on the internet, 'Made in Eureka Springs' is quite literally a campaign made by Eureka Springs."

He presented an example of an application residents can fill out and challenged the commissioners to start participating right away.

"I expect every commissioner to give me 10 ideas by next month, and if you're not, you're not doing your job," Maloney said.

The logo for the campaign, he said, will be available on the CAPC's website for any local businesses to download and place on clothing, mugs and other merchandise.

"It gives us all kinds of opportunities. The opportunity is limitless. It can be anything you want it to be, but it's made right here," Maloney said.

After showing three promotional videos to the commission, Maloney said he will be asking for more money to produce similar video clips on a weekly or bi-weekly basis.

"We'll have a collection of 30 to 40 of them that run on the Internet. They become part of everything we do online. They create an opportunity to drive internet traffic in a different way," Maloney said. "Branson's been very successful at this, and I see no reason why Eureka Springs shouldn't be doing exactly the same thing."

Commissioner Susan Harman said she was happy with the campaign.

"I'm so excited. I'm just smiling the whole time," Harman said. "It's absolutely wonderful. So basically, the CAPC is offering this to every business in town so they can start ..."

"Branding," Maloney interjected. "What we're going to do is create merchandizing that we never had before. The idea is so simplistic that you can create anything out of this campaign. I think it'll be a lot of fun. I think it's something the entire town can embrace."

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