
Situation
Visit KC knows how to capitalize on a moment. With campaigns built on the buzz from the NFL draft and other big moments for the city, the DMO knew that Hallmark’s holiday movie set in Kansas City would be one such moment. We stepped in with a spot featuring the same warm-hearted vibes as the film that embraced the festive charm of Hallmark’s hometown. Because Kansas City is literally that Hallmark movie city.
Action
Kansas City residents are passionate about their city. Every location in the spot was donated, and Hallmark even produced a KC-specific wrapping paper that we used in a key scene. Showcasing iconic Kansas City landmarks, the spot swept viewers off their feet, giving potential visitors a whirlwind tour and snuck in Easter eggs for residents.
Results
Hallmark’s viewership aligned well with Visit KC’s target audience, skewing 70% female and aged 25–54. The resulting holiday movie and spot hit it off – the premiere saw 8.4 million unduplicated viewers and was the no. 1 most-watched program on Saturday, Nov. 30. The spot ran 18 times and garnered 38 million impressions throughout the campaign and over 8.4 million AV impressions, worth $103,000, over the course of the campaign.
At A Glance
- 8.4M Unduplicated Viewers
- 38M Campaign Impressions