Step one: develop the campaign, brand and implement across marketing channels, which included the 17 major events in Denton.
Denton is, without a doubt, a mecca for independent thinking, originality, and strong personality. We designed a logo that expresses these ideals, and gives a unified rallying cry to all Dentonites that they are Original. Independent.
(Left: page one: brand guideline for 2012 campaign)
(Above: the homepage of escapetodenton.com)
Step two: establish a cohesive online presence. We opted to create a campaign microsite at escapetodenton.com, which serves as the hub for all online activities in and out, allowing us to track (with finite control) where our visitors were coming from and where they were heading. The microsite has a consumer-friendly, event-focused theme intended to inform, and then pass visitors on to an action (like buying a ticket).
The microsite launched with event-specific pages for the Thin Line Film Fest, which included event details, hotel information, transportation information and links to the full schedule, TLFF website, and online ticket purchasing.
Results — first 90 days
Aria was appointed by the Denton Convention and Visitor’s Bureau to lead 2012 destination marketing efforts.
We were tasked with creating a marketing campaign that would truly capture Denton’s personality DNA. The idea was to create a picture of Denton as a destination, eventually bringing more “feet to the street,” and putting more “heads in beds.”
Finally came activation, bringing the campaign to audiences through events, marketing, advertising and other promotional activities.
(Left: key results for the first 90 days)