Renaissance Festival: Great Renaissance Journey

Objective:  

Generate awareness of, drive attendance to Minnesota Renaissance Festival

Strategy:

Create a "Family Game Night" concept that engages families with the Renaissance Festival

Results:  

• 67% of readers remembered the ad – 14 points higher than the highest scoring ad in ourabase

• 38,000 readers said they played the game;  177,000 readers planned to play the game

• 139,000 clipped the coupon

Role:  

Creative direction, concept