Marketing Visit Sacramento'sConvention Center Expansion

Here’s how we helped Visit Sacramento boldly market their newly expanded Convention Center.

Digital Edge Marketing team member

Author: Melanie Schultz


Visit Sacramento needed an integrated campaign to build excitement for their newly named and expanded SAFE Credit Union Convention Center — and do it in the midst of an ongoing pandemic.

*Challenge Accepted*


Digital Edge marketed an awareness campaign for the new offerings while the convention center was being enhanced. In addition, we bolstered the campaign with a striking design that played off the destination’s bold new branding, developed in-depth content marketing to build excitement, relayed cleanliness and safety, and generated future booking interest.

Laptop Web Page Animation

Making It Happen: During Construction

Digital Edge’s integrated campaign for Sacramento included a comprehensive, always-on digital campaign, layered with 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. The strategy included an awareness-focused landing page, a recovery guide, supplemental blogs and fresh website pages. Content was shared via a paid social media strategy, email marketing and video marketing.

Convention Center Mockup

Digital Edge researched, wrote and designed a recovery campaign in parallel with marketing the new convention center expansion. We brought health and safety information together with a designed safety seal that Visit Sacramento implemented across businesses in the community. This helped bridge the gap between the campaign and the local implementation for stakeholders. 

In addition, 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 meeting planners. 

Making It Happen: The Grand Re-Opening

Prior to completion, the Visit Sacramento team managed an email campaign to previous convention center clients, planners who were interested in the project and to local stakeholders. Plus the destination utilized live webcams and time lapse photography. 

When the center re-opened in June 2021, Digital Edge took over the email marketing campaign. This 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.

Tablet Web Page photo

“When I became the Chief Sales Officer at San Francisco Travel, Digital Edge customized a digital sales strategy that not only produced results but was embraced by our convention sales team.  Now, as Chief Operating Officer at Visit Sacramento- we have hired Digital Edge to elevate our sales effectiveness to a whole new level.”

-John G. Reyes, Chief Operating Officer Visit Sacramento

Takeaway 1

Overall, this was a robust campaign and one with razor-sharp intent. With our marketing strategy in full swing, we were able to generate strong interest in the convention center to drive the opening right after the pandemic and market it as a safe, fresh and new facility ready to host bolder meetings.

Takeaway 2

We developed and managed a multiyear marketing strategy that took the destination through each phase of the convention center expansion — pre-construction, construction, preparation to open and re-opening — with integrated marketing and content marketing in a comprehensive campaign.

Takeaway 3

With our two entities working together — Digital Edge managing the marketing strategy and Visit Sacramento managing the sales and community stakeholder messaging — the program was fully in sync with the goals to keep the audiences engaged and informed, and build excitement for the grand re-opening.

Total Marketing Initiatives (Over 12 Months)

15 Web Pages

11 Trade Media Deliverables

Key Metrics By Phase

During Construction


Increase in Visit Sacramento Website Sessions


Total Media Campaign Impressions


Website & Landing Page Total Visitors



Increase in Visit Sacramento Website Sessions


Total Media Campaign Impressions


Website & Landing Page Total Visitors


Avg. Email Open Rate (B2B Industry Average = 21%)

Let's Chat

To learn more about how we’re helping destination marketing organizations with their convention center expansions/renovations or new meetings product, reach out to see how we can work with you.