The Space Needle Event Promotion & Advertising
Design: Devon Baker; Production: Julie Davidson
The Space Needle’s biggest challenge is driving traffic to the landmark during the slower morning hours. The Needle is a national attraction but has a limited, regional budget. Radarworks’ solution was to create a buzz about the Needle that would generate national news coverage. The event concept was conceived cooperatively between Radarworks and a PR firm. Mock newspapers were created and distributed at prime tourism destinations around the city promoting the event. Concierges at Seattle area hotels were sent a promotional basket filled with alien goodies and this invitation to the premiere performance. Also invited were press and other influencers. Additional media components were outdoor boards and bus wraps.
Results:
The campaign was phenomenally successful and generated ten times the projected number of impressions. Most impressively, the event was featured above the fold in USA Today.
