To “spread the magic of Christmas in El Dorado,” the Diamond Agency has enlisted the help of a national figure and the El Dorado Advertising and Promotion Commission.
A holiday promotional campaign featuring Miss America 2017 Savannah “Savvy” Shields, a Fayetteville native, will kick off today with television and print ads around the state.
Shields fronts a series of vignettes that highlight the sights and sounds of the holiday season in El Dorado.
In a 30-second TV spot, Shields and friends tour downtown El Dorado, taking in shopping, dining, a ride on a horse-drawn carriage and a musical performance, during which Shields joins a band on stage, in the Griffin Music Hall in the Murphy Arts District.
The city’s historic downtown, which is decorated in traditional red-and-green Christmas, plays just as much a character in the ads as the actors.
The spot ends with Shields’s tagline, “The magic of Christmas in El Dorado. Catch it.”
The Diamond Agency launched the fourth-quarter campaign two weeks after submitting a formal funding request of $11,000 to the A&P commission.
On Nov. 7, Carol McDade, managing director and publisher of the Diamond Agency — the A&P’s ad agency of record —, said the agency had been offered a chance to bolster its fourth-quarter advertising campaign for the city.
McDade noted that the commission approved $60,000 for the 2017 advertising/marketing budget.
She asked for an additional $11,000 to take advantage of an unexpected opportunity for holiday advertising and to expand the marketing reach to central Arkansas.
McDade did not specify plans at the time, saying that the Diamond Agency was still finalizing the campaign.
“It’s not going to focus on any one particular person, entity or group. It is for El Dorado-inclusive,” McDade said then. “… It’s a unique opportunity that came our way, and I think it would be good for the city.”
Don Hale, also of the Diamond Agency, said the goal of the campaign was to promote holiday shopping and entertainment in El Dorado.
When the opportunity arose to bring on Shields as the face and spokesperson of the project, Hale said the Diamond Agency requested additional funding to create a top-notch campaign that would complement Shields and her team, as well as present El Dorado in the best holiday light.
Commissioners unanimously approved the funding request, with treasurer Sanjay Patel saying there was money left in the 2017 budget to cover the amount.
Hale said Shields and company recently spent two days in the city, exploring downtown shops and restaurants and MAD venues and shooting ads.
“El Dorado is such a charming town. Touring the holiday lights in their beautiful downtown district on a horse-drawn carriage will put anyone in the Christmas spirit,” Shields said.
She touted El Doado as “the perfect holiday getaway” that offers plenty of activities for visitors.
Several A&P commissioners said they were excited to learn that Shields would help promote the city during the holiday season.
“Having an Arkansas treasure like Savvy Shields spreading our message helps to validate our role as a destination,” said Dianne Hammond, city alderman and chairman of the A&P commission.
Tia Lyons may be contacted at 870-862-6611 or [email protected].