Springfield Convention and Visitors Bureau

Capital City Car Club Kit


Filed Under
Scope of Project
  • Copy Writing
  • Direct Mail
  • Packaging

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.

 

Springfield Convention & Visitors Bureau | Capital City Car Club Kit
Springfield Convention & Visitors Bureau | Capital City Car Club Kit
Springfield Convention & Visitors Bureau | Capital City Car Club Kit
Springfield Convention & Visitors Bureau | Capital City Car Club Kit
Springfield Convention & Visitors Bureau | Capital City Car Club Kit

Inside the box, “instructions” provided additional information about the city’s car club hosting abilities, as well as directions to enter an all-expenses-paid trip to see the city and tour the facilities. To enter the contest, contestants visited a custom micro-site where they could download the actual model instructions necessary to enter. Once contestants assembled the model, they would submit a photo of their completed model.

Springfield Convention & Visitors Bureau | Capital City Car Club Kit