Destination Salem | Our Work at Sperling.

Salem, Massachusetts is synonymous with Halloween and every October over a million people visit Witch City. Destination Salem is the city’s destination marketing organization that showcases the amazing history and things to do in Salem year-round.

the challenge

Though there are few places that top Salem in its Halloween festivities and fun, the city is more than a single holiday. It has maritime history, a vibrant arts community, an impressive food and beverage culture, independent shops, and scenic ocean views. In 2019, Destination Salem came to us with a desire to use these factoids about Salem and turn it into a year-round destination. They also wanted a website for Haunted Happenings that would direct visitors to the numerous events in Salem during September and October, as well as suggest ways for tourists to easily get into the city.

our solution

As Salem locals, Sperling was the perfect choice to showcase the magic of Witch City year-round. For the shoulder season, we focused on creating strong visuals to inspire visitors to imagine themselves in Salem. We designed Destination Salem’s travel guide, capturing the Salem Trolley in front of the historic Custom House for the vibrant cover. As the city’s signature sightseeing tour, the trolley perfectly highlights Salem’s colorful history.

We also revamped the strategy for distributing the guide. Previously, the digital guide was freely accessible, while visitors had to request a hard copy by mail. Recognizing a key opportunity, we introduced a form submission requirement to access the digital guide, transforming it into a powerful tool for growing Destination Salem’s email list. Now, every lead captured through both digital downloads and physical guide requests contributes to the organization’s expanding email database.

After completing the guide, the next step was enhancing Salem’s online presence. We launched targeted Google Ads, Display Ads, and Facebook Ads to promote Destination Salem’s Guide to Salem and the Haunted Happenings Guide. To further elevate the brand, we redesigned both the Destination Salem and Haunted Happenings websites, creating modern, visually appealing platforms tailored to their audiences.

Web Design + Development

Paid Digital Media

SEO

Photography + Videography

Content Services

The Haunted Happenings website, in particular, became a crucial resource, offering visitors essential information like alternative transportation and parking options during Salem’s busiest season. Additionally, Sperling captured extensive B-roll video, showcased on both websites, to inspire travelers to visit Salem year-round.

Through strategic design, targeted advertising, and innovative digital solutions, we helped Destination Salem captivate visitors and grow its audience. By showcasing Salem’s unique charm year-round and creating resources that engage and inform, we strengthened its brand and positioned the city as a must-visit destination.