CW to Launch Cell Phone 'Tour Guide' in New Campaign

By Desiree Parker Wednesday, January 20, 2010

Colonial Williamsburg announced the launch of its 2010 ad campaign, titled “Be Part of the Story,” which includes a new interactive download for cell phones that will be the official mobile visitor’s guide for CW.

The campaign aims to show folks that a visit to Williamsburg includes more than just learning; it appeals to the senses through music, gardens, dining, art and antiques, as well as traditions of hospitality and recreation. The goal is to make visitors feel more engaged and a part of what’s happening around them. “Never before has the Foundation launched a campaign of this magnitude or caliber,” Tuesday’s press release says.

This year CW is linking with Ypartnership, which owns proprietary VisitMobile technology, a cell phone application. Users who download this free tool will be able to find points of interest, lodging, recreation, and shopping options using an interactive map keyed to their location. They can also get up-to-date information on weather conditions, current and future events, and the latest offers and discounts will aid in trip planning.

Visitors with feature phones will be able to use a text-messaging service to access much of the same information available to iPhone users.

This application will be the official mobile vistors’ guide for Colonial Williamsburg.

This year’s campaign will use television ads by McCann Erickson, and focus on streets and doors around the colonial area to highlight some traditional local images like the entrance to the Williamsburg Inn. The foundation will continue to use the same PR firm, Mfa Ltd. Marketing and Public Relations, for 2010.

The advertising will be available by clicking here, beginning Monday, Jan. 25, when the campaign launches.