Case Study

5 Wits Logo

From the description of our experience in destination, hospitality and tourism marketing, you know LP&M has decades of work we could show. For this RFP, we’ve chosen to highlight just one case study: 5 Wits. The following sampling of our efforts represents our knowledge of the many facets of destination marketing. 

Starting in 2014, we took an unknown startup brand out of Foxboro, MA and launched its first-ever expansion site at Destiny USA. We positioned 5 Wits as a destination for “live action immersive adventures,” and the new store immediately took off.

Syracuse became the prototype 5 Wits location, setting the benchmark we employed throughout our five-year relationship, as LP&M launched every new 5 Wits location across New York State and beyond:

Kim at Erie Canal

Foxboro Rebranded in 2014

Syracuse Launched April 2014

West Nyack Launched July 2016

Albany Launched December 2016

Buffalo Launched June 2017

Philadelphia Launched November 2017

This rapid corporate growth was made possible in part by the fact that we continuously developed creative promotions, engaging support materials and regionally targeted planning for every aspect of the business. Our strategic marketing/media planning efforts delivered 5 Wits’ multiple messages, in multiple markets, to multiple audiences.

LP&M Media allocated and managed budgets to reach local markets and tourist/visitors through traditional (TV, radio, cable, print, outdoor) and non-traditional (digital sources, social) vehicles.

For this innovative client, we developed an innovative media mix.

Traditional media used in non-traditional ways:

  • Promotions

  • On-air giveaways

  • Trivia contests

  • Remote broadcasts

  • Sponsorship with video billboards

  • Endorsements

Non-traditional media used in traditional ways:

  • In-mall advertising with video spots

  • Billboards on mobile trucks

  • Billboards on mall escalators and elevator wraps

  • On-field promotions with sports teams including the Syracuse Chiefs, SU Athletics, Rockland boulders and others

  • Community-wide promotions leveraging local sports personalities from the Syracuse Crunch and others

In addition, LP&M integrated social media programs to tie into the overall media campaign, emphasizing promotions and specials via SnapChat, Twitter, YouTube, Facebook, Google Ads and Geo-fencing.

For visitors to the market, out-of-market media programs included advertising in vehicles like visitor guides, maps and kiosks, plus targeted Pandora advertising and frequent online placements with animated gifs and video pre-rolls.

LP&M’s paid media programs were coordinated and timed for maximum exposure. They were dovetailed with in-market PR efforts to support events, promotions and grand openings. Our no-charge, value-added programs exceeded our goal of 20% additional on each buy.

LP&M was heavily involved in both the strategic planning and day-to-day execution of a high volume of work, for six markets simultaneously. Our list of deliverables is as varied as it is long. For every item listed here (and many others) LP&M worked collaboratively with the 5 Wits marketing team to strategize, conceive, develop, execute and analyze:

  • Themed viral prize giveaways, such as our “Dragon Egg Search Parties,” fully developed and coordinated with promotional materials, social media, PR and paid media support

  • Custom production of 5-screen video advertising on Destiny Bridge television monitors

  • Holiday and special event promotions ranging from extensive month-long Halloween executions to seasonal school break and single-day events – Super Bowl tie-in, a “Winter Skate” reciprocal effort, a Valentines Dating Adventure. Large promotions were handled with a consistent checklist of deliverables, with customized treatments for every location.

  • In-lobby monitors with continuously updating prices and specials

  • Party and Meeting Room mural creation and execution of large-format wall wraps

  • “Coming Soon” construction barrier walls to heighten anticipation of new locations

  • Planning and coordination of launch events at each new location, from developing VIP guest lists, securing dignitary appearances, coordinating catering, working with mall personnel, handling every detail of set-up, tear-down, right down to wristbands and goodie bags. Every launch party was heavily attended and covered by local media.

  • Mall map kiosk videos, A-frame signage, mall entrance door clings, escalator/elevator wraps, handrail violators and other in-mall directional materials

  • Coordination of mascot appearances (Spy, Pharaoh and others) for local media PR tours

  • Hidden medallion events at minor league baseball stadiums in conjunction with scoreboard advertising and in-game mascot race promotions

  • Alternate Reality activation of lobby display banners, walls, printed items and more

  • Outdoor advertising on busy Boston highways

  • Development of custom themes/concepts for each new event

  • Comic-Con Patriot Place discount promotion

  • Coordination of “One Millionth Adventurer” special event, fully leveraged for PR purposes

  • “Secret code” discount promotions

  • Social media planning, posts, boosted posts and supplying of components for client posts

  • In-store audio soundtrack with adventure descriptions and special price promotions, fully scripted and produced for each location

  • T-shirt designs for employee use and for merchandising sales

  • “Media Challenge” promotions before grand openings to build enthusiasm among local media.

  • “Now Hiring” advertising efforts for empoyee recruitment.

  • Charitable donation partnership coordination and promotion.

  • “Dinner & Adventure” co-operative efforts with partner restaurants; Merchant programs for partner retailers and cinemas

  • Print advertising in regional travel guides and local newspapers

  • Online banner ads, video pre-rolls, webpage takeovers, retargeting

  • Outreach to escape room bloggers to coordinate personal visits, upbeat reviews and positive exposure

  • Website content additions and updates, new pages, rebuilt party promotion section, improvements to functionality

  • Supplied footage and talking points for local TV and radio, as well as PR coordination of interviews with 5 Wits representatives

Here are just a few examples of the large body of work we’ve produced for 5 Wits.

Destiny USA Bridge 5-monitor Espionage Video Ad. We recommend viewing this in full-screen landscape mode if viewing on your phone.

This was destination marketing to the extreme, demanding all-out efforts by the entire LP&M team, meeting every 5 Wits challenge… and always having fun along the way!

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