Kearney Visitors Bureau helps visitors to Kearney, NE find events, restaurants, lodging, and things to do. They also assist meeting & conference planners and sporting event planners find venues and 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.
M2 was tasked with creating a marketing campaign to target meeting & conference planners and sporting event planners. Our approach was to create a tongue-in-cheek campaign using actual actual events as a jumping off point for humorous headlines and copy. We hired a variety of artists to execute illustrations for the campaign. The idea is to separate Kearney from it’s competitors as much through the writing as through the execution of the ads. We developed a series of ads for use in print, digital, social, and outdoor media. We also created a microsite (meetinkearney.com) for the campaign which only includes the most pertinent information for the target audiences. The URL is included in the ad placements so that we are able to track performance, and engage users in a retargeting strategy.