When BMF was asked to promote the New Orleans Ernest N. Morial Convention Center’s inaugural special events, specifically the Christmas in the District (2013) and the Chefs Taste Challenge (2015), we jumped at the opportunity. The goal was to attract visitors and position the events as annual traditions to look forward to in future years while encouraging local businesses to become part of the occasions. We were able to successfully lay the foundation for the Convention Center to become an obligatory destination in the U.S., as well as a family-friendly environment for people of all ages to come and enjoy.
Christmas in the District
The strategic placement of funds in local media and creative social media campaigns appropriately helped maximize our efforts, developed relationships for future sponsorship opportunities and accomplished the goal of creating a successful 2013 Christmas in the District event.
BMF developed an intensive social media strategy to enhance marketing efforts, reach influencers and engage with local residents and businesses. The social media strategy was developed to supplement and enhance the month-long light display and was executed in tandem with Convention Center representatives.
"During a two month timeframe, the Christmas in the District Facebook page gained 377 likes, a 23.4% growth rate. An estimated 2-plus million impressions were generated in total through paid and owned media."
In conjunction with twelve Warehouse District businesses that were willing to offer a giveaway or discount, BMF promoted Elf in the District using primarily social media to encourage families and people of all ages to come to the district to see the lights show and stay in the district, before or after, to enjoy a drink, dinner or attraction at a local venue.
An additional facet of the campaign, and in the spirit of giving, was to develop a partnership between our client and New Orleans Toys for Tots to bring toy bins for donations at two of the Christmas in the District concerts in December. BMF also created the Santa Paws & Mrs. Paws Facebook Contest, an opportunity for LA/SPCA to showcase some of their animals eligible for adoption. The campaign promoted the inaugural holiday dog parade and officially helped kickoff the Convention Center’s first annual Christmas in the District event. As a result of the campaign, the contest generated 7,153 impressions on Facebook, increased participant registrationsand, most importantly, five of the six dogs found forever homes for the holidays.
Chefs Taste Challenge
Tactical social media was used as a way to raise awareness and build excitement around the inaugural Taste Challenge dinner in New Orleans on August 7, 2015. The Chefs Taste Challenge is a competition between 10 of America’s best farm to table chefs from five regions across the country aimed at broadening awareness for the use of fresh, healthy and sustainable ingredients when preparing food. Through a rigorous selection process, we narrowed down the competition from over 30 talented chefs to just 14 and left it to the public to vote for the top 10 finalists on the Chefs Taste Challenge Facebook page. The goal of the campaign was to give our audience a voice and generate buzz by leveraging the networks of each chef to increase registrations to the dinner and the Farm to Table Conference (August 8-10). The competition, which consisted of users casting their vote by either liking or sharing the photo of their favorite chef, resulted in 630 new page likes (280% increase) on the Chefs Taste Challenge Facebook page in just 10 days.
“In the end 15,000 people engaged in the final selection process, which reached over 275,000 people worldwide, in the hopes of having their favorite chef represent their region in the challenge. Participation in the Chefs Taste Challenge voting competition was phenomenal.”
With the help of stakeholders, the Convention Center and the chefs, BMF was able to create and promote a voting competition that engaged a wide network of followers and subsequently created responsiveness and enthusiasm for the inaugural Chefs Taste Challenge dinner.