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Upward Work for Springfield CVB Wins Statewide Awards

WRITTEN by: Mary Garrick |
categories: Awards

Sep 2013

ALL INSIGHTS

Upward has worked with the Greater Springfield Convention & Visitors Bureau for nearly 10 years, and our marketing and development efforts for them were recognized at this year’s Ohio Association of Convention & Visitors Bureau Annual Conference. The Middy Awards honored Convention & Visitor Bureaus based on areas of print, advertising, promotion, TV/video, internet-related, graphics and radio marketing.

Greater Springfield CVB took home the most awards overall with 11 Middys, and we had a hand in seven of them! Let’s take a peek at some of the pieces we produced for Greater Springfield CVB’s S|O Springfield outreach campaign.

Ad Series

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The ad series was tailored toward a project we called the “impulse campaign.” The impulse campaign was meant to stop visitors in their tracks and cause a jolt of curiosity. One set of ads in the series focused on the Springfield, Ohio Summer Arts Festival and the S|O Springfield campaign. Both ads encouraged visitors to see Springfield in a different light and get out and explore the area. The clean, bold design and colors were paired with quality photos of events and activities in the area.

The other set of ads in the impulse campaign was designed for billboard signage. Branding for two of the four billboard concepts matched the S|O Springfield campaign, and the other two promoted Frank Lloyd Wright’s genius architectural masterpiece–The Westcott House.  Upward and Greater Springfield CVB took first place in the ad series category.

Annual Report

The 2013 Greater Springfield CVB Annual Report was strategically packaged with the user in mind and stole first place in the annual report category. Reader-friendly, the report displays area data and findings for the year in an effortless design. The images and content messaging were meant to highlight how the town is progressing forward and making strides as a community.

Brand Experience Implementation

The work submitted in the brand experience implementation category was geared toward S|O Springfield Front Desk Reference and Front Staff Training, and was presented in the form of a front staff resource guide. The five-page pamphlet highlighted the top attractions and most desired happenings in the area and took first place in the category. The pages were lined with intriguing photos, brief background information, contact information for the locations mentioned and helpful itineraries.

Direct Mail Campaign

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The S|O Springfield campaign continued to make its mark across the region. Our Dayton Business Journal newspaper insert snatched first place in the direct mail campaign for its print excellence. The only words on the ad projected “This is Springfield,” and photos of Springfield’s downtown businesses and tourists attractions did the rest of the talking.

Mobile Website

The mobile website for greaterspringfield.com received second place at the Middy Awards. The mobile sight guided all Springfield visitors to the top attractions, lodging, dining and events with ease at the touch of a finger at home or on the go.

Visitors Guide

Upward worked on the Fall and Winter 2012| 2013 issue of the S|O Springfield Visitor Guide. With a vibrant cover, we worked hard to draw visitors to the exciting events and attractions Springfield offered during the colder season.

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