CJRW Invites Travelers to ‘Great Unknown’

DALLAS Cranford Johnson Robinson Woods’ new print and television campaign for Arkansas Parks and Tourism encourages travelers to visit “Arkansas: The Great Unknown.”

The Little Rock, Ark., agency’s three TV spots break on Monday and target baby boomers and Generation X. Print ads, which broke in March and April periodicals, will continue to run throughout the summer.

Promoting Arkansas’ natural beauty and recreational activities, the campaign’s objective is to drive audiences to take action by obtaining travel information about the state, the shop said.

All three spots open with images of travelers vacationing in Arkansas. As people hike, ride horses, golf, water ski, shop and dine, a voiceover says, “Think you know Arkansas? Think again. Get to know Arkansas adventure inside and out. We’ll even show you how. Get your free vacation planning kit when you log on to Arkansas.com or call 1-800-NATURAL.”

The spots will air through April in markets such as Arkansas, Dallas/Fort Worth, Texas, Oklahoma City and Tulsa, Okla., Kansas City and Springfield, Mo., Memphis, Tenn., Jackson, Miss., and Shreveport, La.

CJRW’s eight print ads are appearing in regional and national publications. Copy in one ad states: “A lot of folks think of Arkansas as rural and undeveloped. And that’s fine. Just means there’s more good times to go around for smart travelers like you. You can come and enjoy sophisticated nightlife with the grownups and then catch lightning bugs with the kids … on the same trip! Come find out what else you’ve been missing in The Natural State.”

The print schedule includes National Geographic Traveler, Conde Nast Traveler, Backpacker, Southern Traveler, Vacations, Southern Living, American Heritage and AARP The Magazine.

The $3.25 million campaign also includes newspaper inserts and online placements.