Visit Port Aransas Austin Activation
RoleAgency of Record
ClientVisit Port Aransas
DeliverablesActivation Planning and Execution Digital Marketing Landing Page Development
1. Build brand awareness in key target market 2. Develop an activation that embodies Visit Port Aransas brand 3. Generate leads in-person and drive users to sweepstake landing page
Visit Port Aransas brought the island life inland. Passersby could experience everything from getting your photo taken on a famous Port Aransas golf cart to watching a sandcastle sculptor with some island music in the background. The true distillation of the Visit Port Aransas brand was brought right to a key target audience. We focused on having people live out the Port Aransas experience, from touch to taste. Young people spent hours playing cornhole and collecting merchandise from the island.
Madden led the way with organizing and executing the details of the activation. With a main focus of expanding brand awareness of Port Aransas as an island escape for Texas families and ensuring Port Aransas’s iconic Texas SandFest had a part in the day as well. The activation successfully showcased the brand, increased destination awareness with a key audience, and helped inspire a new generation to start a new tradition for family and leisure getaways.
We set anchor in the Domain NORTHSIDE lawn area in Austin with
- A sandcastle demo with professional sand sculptor
- Photo ops in a signature Port Aransas golf cart and themed photo booth
- Branded cornhole games
- Virtual remote radio broadcast
- Branded merchandise and sweepstake entry to win a getaway to Port Aransas
- Margarita tasting
We deployed complementary media tactics including email marketing, social media, radio ads, geofencing, and out-of-home ads.
The activation and media tactics drove nearly 4,000 page views on a custom landing page we built for the activation and generated to over 330 new leads for Visit Port Aransas. The booth met with over 500 people, people played cornhole throughout the entire day, more than 80 pictures were taken at the photo booth, and 160 drinks were served.