The Springfield Convention and Visitors Bureau (SCVB) was looking for a way to increase their hosting opportunities for automotive events. Already home to the International Route 66 Mother Road Festival and a few other automobile-related events, the SCVB realized there was an opportunity in catering to this market.

We created an integrated marketing campaign wrapped around the concept of a Capital City Car Club Kit. This direct mail piece would be delivered to appropriate decision-makers and car club presidents throughout the Midwest.

In addition to a healthy dose of nostalgia, our “Kit” came with a Revell GTO model, customized box lid, and instruction booklet. The lid detailed car-centric information about Springfield and why they would be the perfect locale to host an upcoming event. Inside, instructions provided greater detail about the city and other benefits of hosting your show or rally in Springfield. A Capital City Car Club micro-site provided an easy way to track and monitor the campaign.

The Capital City Car Club Kit was a regional Addy Best-In-Show winner.