TV ad: Fayetteville: “Hit Me With Your Best Shot”

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The campaign 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 light-hearted, 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 (The Republik will write). They will engage especially with large news and celebrity accounts where a humorous, patriotic view might be relevant.