| Client: | Downtown Council of Kansas City, Missouri |
|---|---|
| Program: | Branding and promotion campaign |
Challenge
After decades of perceived decline and inactivity, Downtown Kansas City has come roaring back with more than $5 billion in investment in recent years. More businesses, residents, community and cultural attractions are coming to and drawing others into the heart of the city. Still, old habits and perceptions are hard to budge and something needed to be done to create positive awareness, interest and trial by more of those in the Kansas City metropolitan area of the many safe, clean and fun offerings in greater Downtown.
Solution
Coordinating with the Downtown Marketing Group, consisting of representatives from all the districts in greater Downtown, a multi-phased campaign including billboard, e-marketing, social media, television, and website marketing elements was conceived to position the Downtown Council as the information resource for what is happening Downtown, creating awareness and driving interest in trial, particularly among suburban residents.
Results
Early results of the first phase, which included a revamp of the e-marketing template and an initial launch of outdoor advertising, have shown 133 percent increase in visits to the campaign website, unique visits up 45 percent over the same period the previous year, with thousands signing up for the weekly e-blast.
