Destination marketing can be challenging, especially for a locations such as Joplin that lacks a signature event, or is known for a highly traveled to themed attraction. While unique, smaller towns are becoming a rising vacation trend, advertising to the traveler, in both print and digital formats, takes creativity to stand out among similar advertisements for like destinations.
Through a partnership developed a little more than a year ago, the Joplin CVB has been working with local photographer Mark Neuenschwander (9Art Photography) and writer Lance Schaubert on a new concept that the trio hopes will spark interest to bring visitors to Joplin.
Using a genre for the digital age, Neuenschwander and Schaubert introduced Joplin to the concept of a digital photonovel through their first joint venture, Cold Brewed, in 2012. A photonovel is a story told through dramatic images and text, but the reader’s experience unfolds like the adventure of reading a novel, combined with the visual excitement of a graphic novel. The techie will appreciate reading a captivating story with just the roll of a mouse.
On January 19th the JCVB will be unveiling the photonovel tourism marketing project, entitled The Joplin Undercurrent, with a storyline which combines historical accuracies as well as fiction, otherwise known as faction. Composed in the same vein as films we love such as The Da Vinci Code and National Treasure, The Joplin Undercurrent photonovel will depict some of what Joplin is best known for, while intertwining both real-life citizens and fictionalized characters.
Unlike traditional tourism marketing this project will not directly say, “Visit Joplin”. We hope this more understated approach, geared to people entrenched in the digital age, will spark an interest in visiting Joplin because of a desire to immerse themselves in the story’s location, similar to the way that novels or movies bring destinations into pop-culture and become tourist attractions. Communities such as Forks, Washington created special tours for visitors who flock there to put themselves into the fictional settings of the Twilight Saga, and why after 27 years, baseball enthusiasts still travel to Dubuque County (Dyersville) Iowa to step upon (or play a game on) the field created for the 1989 movie Field of Dreams.
The Joplin Undercurrent is a story of a young man and former Joplinite named Lee, who returns home to visit his ailing; perhaps even dying, mother. But when Lee asks his uncle for a visiting time, his uncle refuses to let him see her Frustrated, Lee wanders downtown and meets two other out-of-towners – a historian of sorts and a geologist with a strange specialization. They come to protect Joplin from a coming disaster but to do so they’ll have to solve a mystery hidden in Joplin’s past. A mystery involving Lee’s mother.
The opening chapters will be released at http://thejoplinundercurrent.co/ starting January 19th with subsequent chapters released weekly.
The new age of tourism marketing is set to launch January 19th.