Create a marketing campaign to target meeting and conference planners and sporting event planners for Kearney Visitors Bureau.
The bureau helps visitors to Kearney, Nebraska, find events, restaurants, lodging, and things to do. They assist meeting and conference planners and sporting event planners find venues to book space for their events. Centrally located in the state, Kearney hosts over 1,350 events every year, including many state championship events for high school sports.
The approach was to create a tongue-in-cheek campaign using actual events as a jumping-off point for humorous headlines and copy. We hired several artists to execute illustrations for the campaign to help separate Kearney from its competitors through the execution of the ads.
We developed a series of ads for print, digital, social, and outdoor media. Additionally, we created a microsite for the campaign, which only includes the most pertinent information for the target audiences.
The URL is included in the ad placements, enabling us to track performance and engage users in a retargeting strategy.