4-week Print and Video Campaign
Artist Vignettes
Digital Ads (converted from HTML5)
Our biggest creative challenge in the development of campaign content was that the park would not be camera-ready until the very end of our promotion period. We were tasked with marketing a finished park while it was still very much a construction site, which pushed us to think outside the box when it came to creative assets.
San Antonio River Authority (SARA) partnered with The DeBerry Group to establish an integrated communications program for the Grand Opening of San Pedro Creek Culture Park, a world-class linear park in downtown San Antonio.
The DeBerry Group worked in tandem with SARA on a finely-integrated communications campaign to generate awareness and excitement in the month prior to the grand opening. The campaign kicked off with a “countdown to grand opening” news conference that revealed the culture park’s new branding and signified the launch of the four-week marketing campaign. Every content piece our team created for the campaign paid homage to the community surrounding San Pedro Creek, focusing on the three main facets of the park – culture, art, and nature. Each week of the campaign highlighted one of these facets, with all three integrated in the final week’s assets.
The DeBerry Group ensured that messaging about the vital flood control aspects of the development was also incorporated in every item, maintaining the park’s missions throughout all promotions. This integrated campaign utilized the “create once, publish everywhere” (COPE) content strategy. 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. Our team partnered with SARA in managing media relations, public affairs, social media marketing, influencer relations and overall event marketing ahead of the park opening. The goal of these marketing efforts was not only to start building a brand and community for San Pedro Creek Culture Park, but to also drive awareness and excitement about the Grand Opening.
The impact of this marketing program was evident in the engagement that took place on all media channels as well as in the successful attendance of the Grand Opening day activities, where nearly 5,000 people visited throughout the day to celebrate. The evening’s Illumination Ceremony was standing-room-only and further showed the excitement the community had for the opening of the culture park. Over the course of the campaign, the new San Pedro Creek Culture Park website was visited by 18,149 users and our digital advertisements garnered more than 4.73 million impressions. San Pedro Creek’s social media content on Facebook, Instagram and Twitter received 5,404 total engagements and its YouTube video content received 306,974 user views over a 30-day period. Following the successful grand opening of the park, The DeBerry Group continued on to develop a post-event integrated marketing strategy to continually attract visitors to visit San Pedro Creek Culture Park.