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Digital Edge helped Visit Sacramento generate substantial interest in its convention center expansion, keep audiences engaged and informed throughout the journey, and build excitement for the grand reopening.
Oh, and did we mention this all was happening in the middle of a pandemic?
Digital Edge’s integrated awareness campaign for Visit Sacramento and the convention center expansion was layered with email marketing, video marketing, social media marketing, meetings trade media, geofencing at major industry shows and sales strategies.
We used content marketing to ensure the website messaging was on point and robust to create more depth of knowledge around the convention center’s expansion and renovations.
In addition, Digital Edge researched, wrote and designed a recovery campaign in parallel with marketing the convention center expansion. We brought health and safety information together with a designed safety seal that Visit Sacramento implemented across businesses in the community, helping bridge the gap between the campaign and the local implementation.
And because of the timeline of the convention center’s renovation and expansion (January 2019–mid-2021), we were able to leverage the fact that the facility was not exposed to outdoor elements during COVID-19 – a key selling point for planners. Marketing a unique indoor-outdoor experience within an expansive convention complex was also an appealing element during a time when open-air spaces were heavily valued.
Visit Sacramento and Digital Edge continued to build excitement for booking meetings and conventions with the grand reopening of the newly renovated and expanded SAFE Credit Union Convention Center.
It was important to showcase the bigger and better facility’s specs, like 240,000 square feet of programmable space, 160,000 of exhibit space, 40,000 square feet of flexible ballroom space, 15,000 square feet of outdoor plaza space, four exhibit halls, three lobbies and 37 breakout rooms for smaller groups — as well as its ability to host stacked group events, allowing unprecedented flexibility.
When the center reopened in June 2021, Digital Edge created an email marketing campaign, which included monthly emails that continued to raise awareness for the new facility being open and ready to host. We also created quarterly emails to promote Visit Sacramento’s stacked groups campaign, developing messaging on how multiple groups could meet in the convention center simultaneously, separately and uninterrupted.
This robust campaign that took Visit Sacramento through each phase of the convention center expansion — pre-construction, construction and reopening — to tell the story of the redevelopment stages and had razor-sharp intent, yielding big results: