LAKE ELLYN CARDBOARD REGATTA:
CELEBRATING 25 YEARS
Creatively built cardboard boats race a path across Lake Ellyn each year. In 2018, the Regatta was approaching its 25th anniversary. While attendance at the event has remained high (2,000-4,000, weather-dependent), the number of boat entries had been dwindling for several years. A campaign was developed to leverage the excitement of the anniversary year to increase the number of boat entries.
The campaign was a success, with 58 boats signing up to race - a record number and almost double the previous year!
MY ROLE
MARKETING STRATEGY
GRAPHIC DESIGNER
COPYWRITER
VIDEO PRODUCTION
EVENT PHOTOGRAPHY
MEDIA BUYING
PUBLIC RELATIONS
EFFORTS INCLUDED
Press releases/articles on the event and seminars
Posters/flyers at recreation centers
Mailer to past Regatta participants
Social media #TBT campaign
Dedicated email blast & newsletter inclusion
Outdoor banners and track graphic
Three cardboard boat building seminars
Online calendar submissions
Dedicated event webpage
Promotional video
PRINT & EMAIL MATERIALS
Posters, flyers, banners, and rack cards were created for the event and displayed throughout Glen Ellyn Park District facilities. In addition, the Regatta was featured heavily in two Activity Guide issues (Winter and Spring/Summer), allowing the event to be promoted further in advance than in previous years. A mailer was sent to all past Regatta participants on file.
DIGITAL & #TBT CAMPAIGN
Promotion of the event began in March 2018 on Facebook, Twitter, and Instagram via throwback photos. A Facebook event was created and boosted over the course of 7 days - resulting in 2,597 people reached and 95 event responses for $30.
