SCVB Springfield Grooves

The Springfield Convention & Visitors Bureau (SCVB) and the Springfield Hotel Lodging Association (SHLA) share booth space at the Illinois Society of Association Executives (ISAE) Annual Meeting. Their goal is to make a favorable impression on decision-makers from a wide variety of associations from across the state that all sponsor member meetings. The musically inspired ”In Tune with the Times” theme for the 2011 ISAE Convention & Trade Show provided an opportunity for the SCVB and SHLA to create a truly unique and immersive booth that would attract traffic both to the booth at the meeting and to SCVB’s website and Facebook page on an ongoing basis.

McKenzie Wagner created the ”Springfield Grooves” theme for the booth and pre-conference promotion to attendees. Shag carpeting, lava lamps, incense, bean bag chairs, racks of records and rocking 70s tunes to get meeting attendees’ feet tapping set the flavor of the booth. MW designed a series of ten 70s-inspired album cover parody posters that swapped Abe Lincoln’s face or a Springfield scene for the original images on the covers. The posters were popular give-aways at the booth.

Leading up to the event, an HTML e-mail campaign and a direct mail piece were sent out to prospective attendees announcing a Facebook app within a tab on the SCVB website to three contests being run prior to the meeting. Goals were to provide incentive to visit the SCVB/SHLA booth and to also drive ongoing traffic to the SCVB website and Facebook page. Three retro-themed contests—Photo Scavenger Hunt, Album ID Contest and Artist Photo ID Contest—engaged attendees in the Springfield-themed fun prior to the meeting, lead them back to the website and the Facebook app to track the competitions.

We also made magic brownies, but somehow they never made it to Springfield.

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