FALL RIVER – it’s time to go.
As families chart their course for fun this summer – whether they decide to “sail on the Block Island Ferry” or go on a sea adventure along Cape Cod – Viva Fall River wants to remind vacationers they’re missing out on so much in between.
Take part in their Summer Tourist Campaign Take 5 Off 195, attracting road-weary travelers to “Relax on the way to the Cape” and drive around the town of Spindl.
Beginning Monday, a billboard bearing the slogan will greet drivers traveling east through Providence at 195, the Waterman Street exit, urging them to fall in love with Fall River.
According to Patti Rego, chief executive of Viva Fall River, the goal is to promote Fall River as an affordable and attractive rest stop where people can “take five” for a few hours to eventually secure its status as a tourist destination.
“I just think the billboard will get people talking about Fall River, and that in itself is an amazing goal… to get people talking about it in a positive way,” Rego said.
From the return of Fall River Farmers’ and Crafts Markets to summer evenings in the park and more, the city has seen so much activity this summer, and Rego said she hopes to build on that momentum.
“We have more events than ever, I have never seen such a busy schedule, so I said now is the time,” Rego said, noting that Take 5 Off 195, which takes place in July and August, was timed to coincides with planning a trip for the Fourth of July.
While the billboard aims to grab attention, the campaign doesn’t end there.
It offers five custom itineraries for different types of travelers: history buffs, foodies, waterfront wonders, arts and culture, and family fun.
“We really tried to get into the road trip vibe,” Rego said.
Each itinerary has suggestions for restaurants, small businesses, and attractions, accompanied by videos of various city attractions that serve as the main commercials to grab people’s attention “so you can get an idea of what you’re going to see when you get off the highway, Rego said.
“Some of them aren’t necessarily typical,” Rego said, noting that members of the family fun tour might stop at one of the city’s parks and buy hot dogs at Faneek’s. “There are definitely surprises here.”
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All are for short stays, one to four hours, and are available on the campaign’s landing page, vivafallriver.com/take5. Rego said that it included about 200 destinations.
It’s even a great way for Fall River residents to explore interesting places in their own backyard where they may have never been before, she says.
“Relax in Fall River. Just use our routes and go for a walk, you don’t even need a car. It’s amazing,” Rego said.
Take 5 Off 195 is also backed by a robust social media component to help expand your reach. Efforts include promotion on Facebook, advertising on Google…