AWARD CATEGORY: OUTSTANDING MARKETING CAMPAIGN POPULATION: UNDER 250,000 PRESENTED BY: ROUND ROCK CONVENTION & VISITOR S BUREAU

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1 AWARD CATEGORY: OUTSTANDING MARKETING CAMPAIGN POPULATION: UNDER 250,000 PRESENTED BY: ROUND ROCK CONVENTION & VISITOR S BUREAU SECTION PURPOSE: The Round Rock CVB created an awareness campaign to accomplish 2 key goals: First, to encourage sports and events planners to bring indoor sports to Round Round to utilize their new Indoor Sports Center. Second, to reinforce Round Rock s brand as the Sports Capital of Texas for amateur, youth, and recreational sports. The campaign targeted national sports event planners and sports decision-makers who have the ability to bring indoor sports tournaments to Round Rock. This is an entire new target market for Round Rock. The advertising campaign consisted of three double-paged full color print ads. Each ad uses custom photography, mixed with handcrafted typography. These helped to showcase the new indoor sports that Round Rock CVB will now be able to host with their new state-of-the-art facility. The double page ads were published in issues of Sports Destination Management, Sports Travel, and Sports Events, starting with the launch ad in the January issue. We integrated the campaign within the re-design of their new website as well as online web banners and throughout social media. Those factors helped to increase brand awareness among 16,000 sports event planners across the nation. OBJECTIVES + GOALS: 1. Increase national awareness of the new indoor sports center, while encouraging sports and events planners to bring indoor sports to Round Rock. 2. Reinforce Round Rock s brand as the Sports Capital of Texas for amateur, youth, and recreational sports.. 3. Increase Round Rock s overall credibility as the Sports Capital of Texas. 4. Demonstrate that a variety of indoor sports can now be hosted in Round Rock. 5. Increase indoor facility bookings. 6. Integrate campaign into other mediums. 7. Increase ad presence in magazines and online. 1

2 SECTION 2 ACHIEVEMENTS: 1. Received RFP requests, phone and inquiries before the facility opened. 2. Pre-booked several events and tournaments 7 months in advance for the the new sports center. 3. Increased brand awareness among 16,000 sports event planners. 4. Integration of the campaign through print, social media, web banners and website. 5. Largest ad presence in magazines with premium positioning. 6. Ads were favorably noted by other cities. 2

3 SECTION 3 CREATIVITY OF CAMPAIGN: We brought creativity to this new campaign by showing how type could be used in an interesting way to emphasize the unique motions that are used during sports. We had the motion of the different indoor sports characters of the campaign create the movement of the type. The campaign was designed to accomplish 2 key goals: First, to encourage sports and events planners to bring indoor sports to Round Round to utilize their new Indoor Sports Center. Second, to reinforce Round Rock s brand as the Sports Capital of Texas for amateur, youth, and recreational sports. PRINT CAMPAIGN 3

4 SECTION 3 CREATIVITY OF CAMPAIGN: We brought creativity to this new campaign by showing how type could be used in an interesting way to emphasize the unique motions that are used during sports. We had the motion of the different indoor sports characters of the campaign create the movement of the type. The campaign was designed to accomplish 2 key goals: First, to encourage sports and events planners to bring indoor sports to Round Round to utilize their new Indoor Sports Center. Second, to reinforce Round Rock s brand as the Sports Capital of Texas for amateur, youth, and recreational sports. PRINT CAMPAIGN 4

5 SECTION 3 CREATIVITY OF CAMPAIGN: We brought creativity to this new campaign by showing how type could be used in an interesting way to emphasize the unique motions that are used during sports. We had the motion of the different indoor sports characters of the campaign create the movement of the type. The campaign was designed to accomplish 2 key goals: First, to encourage sports and events planners to bring indoor sports to Round Round to utilize their new Indoor Sports Center. Second, to reinforce Round Rock s brand as the Sports Capital of Texas for amateur, youth, and recreational sports. PRINT CAMPAIGN 5

6 SECTION 4 PRODUCTION QUALITY: To make the advertising campaign more visually appealing we used double page spreads in all of the publications. The advertising campaign consisted of three print ads: all double-paged full color magazine ads. Arsenal Advertising in conjunction with Austin-based photographer Scott Van Osdol shot custom photography based on the Play Inside concept. The actual ads were shot in studio and we created the custom typography in post production with conjunction of the photography. The double page ads were published in issues of Sports Destination Management, Sports Travel, and Sports Events, with each publication having about 16,000 in circulation. From each publication we were able to generate approximately 48,000 impressions per month from our placed ad buys as well as online impressions from web banners associated with the publications. 6

7 SECTION 5 COHESIVNESS: The campaign is very cohesive in the fact that it uses the same concept and messaging throughout all of the print & digital ads, social media, and website to reinforce and to educate sports and events planners that Round Round has a an ability to host a variety of indoor sports. This supports the purpose and goals by directly targeting our key market of national sports event planners and sports decision-makers, who are the key decision makers to bring indoor sports tournaments to Round Rock, Texas. Those factors helped to increase our brand recognition and helped to keep the Round Rock Sports Capital of Texas motto at the top of minds amongst our target market. This campaign was also directly responsible for several pre-booked events and helped create and build brand awareness for the City of Round Rock. WEBSITE 7

8 SECTION 5 COHESIVNESS: SOCIAL MEDIA EXAMPLES 8