Heathcott Updates Hot Springs

Ads Promote National Park, Vacation Value
DALLAS–Heathcott Associates of Little Rock, Ark., has unveiled a new $1.5 million tourism campaign for Hot Springs, Ark., focusing primarily on Hot Springs National Park.
The campaign, tagged “Hot Springs: America’s best vacation value,” includes both broadcast and print vehicles. The TV spots are airing in nine regional markets, including Dallas and Houston, while the print ads will be featured in 75 regional and national magazines.
The park is the showcase of Hot Springs’ attractions, but the work also touts the city’s horse racing, jazz and blues festivals, art markets and new $50 million convention center.
Heathcott has focused on modernizing Hot Springs’ image, according to agency president Gary Heathcott. “We redesigned the logos for the science museum and the mountain tower,” said Heathcott. “We also improved the image and cut the cost of the fulfillment pieces.”
One 60- and nine 30-second TV commercials all include a direct response element to attract queries from interested travelers.
The theme of the work is based on a tourism research firm’s study that showed Hot Springs National Park “ranked at the top of value-filled destinations,” according to Heathcott.
–Glen Fest