The current Elvis fan base is aging, and Elvis Presley Enterprises (EPE), owner of Elvis Presley’s Graceland, recognized that in order to rejuvenate the brand, they needed to introduce Elvis to younger generations.

Consumer research showed us that current and potential fans need to “discover” Elvis’s authenticity, his thrill of adventure, and ultimately his epic life. To that end, we created the “Discover Your Inner Elvis” campaign to encourage consumers to visit Graceland and connect with him in an emotional way—to “discover” in the process that they have a little bit of Elvis in themselves.

Particularly interested to target younger generations, we ran banner ads (static and video) on sites our target audience visits to increase awareness of the campaign, and designed a landing page to drive leads from both our online and offline efforts and provide a consistent user experience.

Video banners were highly effective at making the strongest emotional connection possible with our consumer targets, achieving up to a 1.4% click-through rate. We rejuvenated the brand and expanded our consumer target to include Gen Xers and Millenials by giving them a compelling reason to “discover” Graceland.