Which leads us back to excitement, identified as the number one motivator for travel by Longwoods International, an industry-leading tourism research firm. “Excitement” means more than roller coasters and bungee jumps … it means “lots of things to see and do.” This is demonstrated in the Arkansas tourism ads by the variety of attractions and activities featured, which also leads to a fast-paced, dynamic visual environment.

For the city of Hot Springs, we’ve used this knowledge to develop a campaign that re-positions the legendary Spa City as “Excitement City.”

Hot Springs | “Excitement City” :30 from Jones Film Video on Vimeo.

Oaklawn Racing and Gaming has been selling thrills for more than a century. To combat increased competition from other wagering options at new and nearby casinos and racetracks, we developed a campaign that evoked the atmosphere of excitement found at the track using actual race calls and real ambient sounds. Please listen to one of the radio spots that has been the backbone of this long-running and successful campaign.

In case you’re wondering, there are 11 other top motivators for potential tourists. We’ll discuss these motivators and more in upcoming posts.