The Problem:
Launching Without Precedent
In December 2024, the TinCaps introduced a Holiday Lights walk-through exhibit. As a first-time attraction, the organization faced significant hurdles:
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No prior attendance history or audience data to guide expectations.
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Requirement to communicate Parkview Field’s potential as a holiday destination.
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Limited promotional window to build awareness in a new market segment.
Strategic Objective
"Quickly generate awareness and interest for an event the community had never experienced before."
The Solution: Family VIP Contest
Multi-Channel Engagement Strategy
Multi-Channel Promotion
Coordinated campaign execution across radio, social media, and email channels.
VIP Prize Package
Included four VIP tickets, train ride passes, and a food & beverage gift card.
Visual Storytelling
Incorporated visual elements of the lights display to help participants understand the experience.
The Payoff
Measurable Growth & Market Impact
Market Positioning
Helped position Parkview Field as a year-round community entertainment destination.
Establishment
Attendance exceeded expectations, establishing the foundation for an annual event.
Strategic Takeaways
This campaign demonstrated the power of contest marketing as a tool for launching a new seasonal experience. By combining visual storytelling, family-focused incentives, and multi-channel promotion, the TinCaps successfully:
Insight 01
Captured participation data and grew owned audiences for future marketing.
Insight 02
Engaged household entertainment decision-makers (70.9% female audience).
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