Brand Overview
The World's Fair is a gathering of people from many parts of the world, at which they demonstrate their products and their arts, and promote their homelands. The official World’s Fair expo began in the middle of the nineteenth century, when the industrial revolution was unfolding.
Project Background
Houston is bidding for the 2020 World’s Fair. The client wants to promote the idea to t
he residents of Houston to generate community support.
Strategy
- Create a fully integrated marketing campaign to promote Houston as the host of the 2020 World’s Fair
- Promote to politicians
- Promote to business leaders
- Promote to Houston residents
- Persuade target markets to promote the campaign
Tactics
- Billboards: Posted in high traffic areas around Houston
- Brochures: Sent to business leader
-Guerilla: Banners and stickers at shopping malls and high traffic attractions
-Press Releases: Sent to local and regional publications
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