TV Ads Promote Tourism To Graceland
Launches Its First TV Ad: ‘The Home Where Elvis Lives’
Tennessee, April 19, 2005
30-second television commercials designed to attract vacationing
families to Graceland to experience the “real” Elvis Presley
will air nationally beginning in late April. It will be
the first time in the history of Elvis Presley Enterprises,
Inc. that the company has used television advertising
to promote Graceland tourism. The spots, created by Memphis-based
Thompson & Company, feature vintage home movies of Elvis,
his family and friends.
message reminds viewers that Elvis was a genuine, fun-loving
person, not merely an icon, and people still can visit his
home in Memphis and actually see where and how he lived.
was such an amazing entertainer that we sometimes forget there
is so much more to him than all those great songs and fabulous
shows,” said Mark Robinson, executive creative director at
Thompson & Company.
wanted to remind people that by visiting his home, Graceland,
they can actually see how he lived and really meet the man
behind the legend.” The spots are tagged, “Graceland. Where
Elvis Lives.” Jennifer Burgess, director of marketing at Elvis
Presley Enterprises, said the goals for the spots are to create
awareness of Graceland as a prime leisure travel destination
and increase ticket sales for tours and merchandise revenues.
marketing budget is limited and traditionally we have relied
on print advertising, online marketing and the news media
to communicate our tourism marketing message,” she said.
this year offers a unique opportunity for us to capitalize
on national television exposure around Elvis resulting from
sweeps month programming on CBS.” CBS will air two high-profile,
prime-time shows about Presley during the sweeps month of
program, “Elvis,” is a two-part miniseries; the other “Elvis
By the Presleys,” is a TV special featuring home movies, vintage
performance footage and new, intimate interviews with this
former wife, Priscilla Beaulieu Presley and their daughter,
Lisa Marie Presley.
shows will create a significant buzz around Elvis Presley
and we hope to capitalize on this increased focus,’ Burgess
said. “Spring is also the time of the year when families plan
summer vacations and we want to put Graceland on their radar
screens as the perfect family destination.” Michael Thompson,
chairman & CEO of Thompson & Company, said, “Working with
Elvis Presley Enterprises is an opportunity any ad agency
dreams about. Our experience in the travel and tourism industry
and, sensitivity to what Elvis means in American history,
made us a blue-suede shoe-in for this account.”
Graceland spots will air via satellite on Dish Network’s women-targeted
channels that include HGTV, Lifetime, Food Network, Style,
Discover Home, WE, Lifetime Movie Network, Discovery Health,
DIY, Wisdom Television and SoapNET. Burgess said the decision
to use satellite was made because “we are targeting a very
specific audience and the broad spectrum of channels targeting
this demo are well represented there. We want to reach women
25 to 54 who plan vacations for their families.
since our media budget is limited, we need a cost-effective
plan that will give us the best exposure to our targeted demographic.”
Initially, two 30-second spots were produced which will run
piggy-backed as a 60-second spot. Viewers will be asked to
contact Graceland by phone at 1-888-ELVIS LIVES or visit tourgraceland.com.
To create the spots, Iddo Patt, broadcast producer at Thompson
& Company, estimates he spent more than two weeks reviewing
was the experience of a lifetime to be able to immerse myself
in the real lives of Elvis and his family,” Patt said.
was a privilege. And it was very touching.” Some of the footage
used in the two spots has never been seen by the public.
Presley Enterprises has something no one else in the world
has: Elvis,” said Patt.
you get close to Elvis, you realize what an inspirational
person he was . . . or should I say ‘is.’”
Source: EPE, 20 April 2005)