2021 Kindness Open
Promotional Ad Campaign
This multifaceted campaign was designed to generate attendance and sponsors for the Calgary Drop-In Centre's third annual charity golf tournament, which involved a day of golfing and fun activities, as well as an online auction.
Goal
After the Kindness Open was postponed in 2020, a fully-fledge advertising campaign was needed to inform audiences of the event's revival, and to generate interest from both corporate and individual attendees. Working with my team I design the campaign from the ground up, with my role having a heavy focus on visuals and language.
Project Statement
The campaign officially began in late June, and ran until the event occurred on September 14th. Time early in the project was spent developing a visual style for the event, and matching it with an appropriate style of language. After this was established I took to social media, advertising the event across all the Di's social media platforms.
We needed our posts to reach a wide audience, those that had joined us for the last tournament in 2019 might not be aware of the event, and it was also crucial to find new attendees. I created two sponsored ads that ran for weeks on Instagram and Facebook, generating explosive amounts of interest and driving audience's towards our website's landing page.
Sponsorship was a massive element for the campaign, with the event raising over $125,00 for Calgary's vulnerable population. Each sponsorship tier was promised social media mentions, which were spread out across multiple platforms and days to generate hype while also meeting the requirements. I also designed a number of collateral print pieces for the golf course (shown below) which allowed sponsors to feel like their brands were truly reaching our attendees.
Each corporate sponsor above a certain tier was given a customized sign to show off their support on the green.
An example of the advertising campaign launched in mid-June to encourage early signups.