Page 175 - Visual Marketing
P. 175
Why It Works coordinated campaign included
Twitter and a dedicated website
The identity needed to be that fueled word-of-mouth.
uniquely “Omaha,” while con-
veying the conference’s core Davies says, “The brand itself • The Big Omaha posters
intent: bringing this key audience plays on the whimsicalness received design awards from
to the city. The creative team of the event, and that carries the Nebraska chapter of the
considered meatpacking, corn, through down to the tiniest AIGA and Communications Arts
plains, and even football. They pieces of the experience. From magazine.
spent a lot of time determining the moment our guests walk
what things are uniquely specific through the door, we want
to Omaha. With a rich heritage them to live and breathe Big
in the beef industry, the cow Omaha, to interact with the
seemed best suited for the job. space, and to engage with those
around them.”
The creative solution com-
bines a shadow image of a Success Metrics Takeaway Tip
very prominent cow (it is “BIG
OMAHA” after all) with unex- • In only its second year, the con- When creating a logo, embrace a symbol
pected extreme sports images ference doubled its attendees to that is already well known but render it with
like snowboarding, bungee more than 500. an updated, fresh approach. By emphasizing
jumping, and car racing. The heritage while appealing to current culture,
campaign was featured in post- • Of the attendees, 60 percent you convey the best of both worlds.
ers displayed in coffee shops came from Nebraska; the bal-
and businesses throughout the ance came from 22 different
city of Omaha and online. The states.
PO WER TO THE PR I N T I TE M ! 154
