On Saturday, February 23rd, we were honored to receive a Gold Addy for our work on the online campaign for San Pedro Creek Culture Park, as awarded by the American Advertising Federation of San Antonio (AAF-San Antonio). We also earned a Bronze Addy for the Fiesta medal that we designed for the culture park.
Last year, in partnership with San Antonio River Authority (SARA), our team crafted a finely-integrated communications campaign to generate awareness and excitement in the weeks leading up to to the Grand Opening of the San Pedro Creek Culture Park. The month-long campaign focused on three core facets of the park — culture, art, and nature — with each week of the campaign highlighting one of these facets. For week four, all three core facets came together to tell the complete story of what the park had to offer.
Campaign elements involved scores of assets including a new website, compelling video series, print advertisements, dynamic social media advertisements and interactive HTML5 digital advertisements. The DeBerry Group also established the San Pedro Creek Culture Park digital footprint with Yelp, TripAdvisor and other popular community review sites and provided assets for the interactive mobile app.
The integrated campaign was an all-hands-on-deck endeavor and required flexibility, coordination, and innovation from everyone on the team. We exceeded our goals for the month and helped get thousands of people to participate in the Grand Opening celebration. We are grateful to the AAF-San Antonio for the award and to SARA for giving us the opportunity to work on this momentous campaign.