To reinvigorate a long-standing event and bring it back to the public's attention. In order to create a more sustainable event, we needed to develop an entirely new audience.
Our team came up with a strategy to reintroduce this event to the public and identified a new target audience, which guided the development of the brand, ad designs, and ultimately our advertising strategy. The name “Home & Garden Show” didn’t align with the overall theme of the event so we pitched a new name, brand, and advertising campaign with a custom landing page to kick-off the rebrand and generate awareness, and thus, the “Owensboro Home Expo” was brought to life!
The results of this campaign were impressive. We served nearly 600,000 digital ad impressions with a click-thru rate that doubled the national average for this industry. Our landing page converted 370 users who took action and went to the ticket purchase checkout. Website metrics showed an increase in website visits by over 700%, with an average time on site of 2 minutes.
Additionally, our billboard and radio campaigns resulted in an increase in brand awareness and the cross-channel promotion allowed for higher than average digital ad performance.
The Owensboro Home Expo now has a modern and fresh brand that they can continue to use for years to come that better reflects the subject matter of the event.
Overall, this comprehensive marketing campaign was successful in achieving the desired outcomes for the Owensboro Home Expo. By creating an updated and modern brand identity, designing an effective landing page, designing ads and video content, and running targeted digital ads across multiple platforms in tandem with our traditional advertising push, we were able to reach our newly developed target audience more efficiently and increase the general awareness of the event within that audience segment.