Tempe Blooms
After Spring Training moved to other cities, Downtown Tempe needed a new marketing strategy for its winters. How could the district stand out to visitors as the sunniest destination?
The first time event brought in 30,000 attendees in two days
APPROACH
As a new event with no brand recognition, the inaugural event took place just after the holidays, when discretionary spending is typically much lower.
SOLUTION
Downtown Tempe tapped Bright Brothers to create a robust marketing strategy to meet its quantifiable objectives. Bright Brothers deployed our vetted POSTR process to plan, which included four Personas: local creatives, office workers, affluent families from Scottsdale, and feeder market families wintering in Arizona. Because the event was funded with a grant from the Arizona Office of Tourism, meeting or exceeding our key stated objectives and metrics was paramount.
RESULTS
With laser-focused targetingmvia the Personas, an efficient media mix with constant iteration, we came in under budget.
- Attendance: 88,000 people downtown over the 2-day event
- Reached 5x of Tempe’s population
- User-generated content exceeded 811 pieces of on Meta properties alone
