The Story of Awesometown
Marlee Laufer, senior vice president of marketing and communications with Newhall Land Development, describes the innovative branding campaign behind “Awesometown.”
Campaign Concept:
Awesometown truly reflected the feelings and even the words of local residents.
Objective:
In 2010, we were looking to reinvigorate the strong Valencia brand and incorporate something unique and different as we did it. We had a limited budget and wanted to use social media as a large part of our campaign, along with traditional media.
Our objective was to drive traffic from the greater Los Angeles area to our new home builders and/or our Valencia.com website and remind people of the great opportunities in Valencia to live, to work, to shop and to play.
Creation:
Our ad agency did an informal video survey of residents of Valencia. The agency spontaneously captured people at the Town Center, near Whole Foods on Bridgeport and in the parks and asked what they liked about living and/or working in Valencia.
Every other word out of real life people from Valencia was “awesome.” Awesome schools. awesome parks, awesome houses, awesome community, awesome shopping!
Immediately we knew that this was Awesometown and we could build a fun campaign around that phrase.
Campaign:
We started quietly and simply. Buses appeared with large banners that read, “I’d rather be in AWESOMETOWN Valencia.com.” Billboards in strategic locations popped up with that message as well. Our website reflected that message and our Valencia, California Facebook page started populating. Print ads featuring real residents doing awesome things in Valencia came along a little later.
Within days of our first sign, we were contacted by local and regional media, such as KCAL, CBS Los Angeles, MSNBC, KROQ, L.A. Times, The Signal and KHTS.
People were tweeting about seeing the signs, and folks were talking! Love it or hate, they were talking. Our traffic increased. Website hits increased and Facebook numbers exploded.
Momentum
As time went on, other events occurred. We did an Awesometown food truck festival in fall of 2010 that was a huge success both in attendance and in social media buzz. We followed up with another food truck festival in the spring of 2011 where we partnered with the auto dealers, The Signal and the city of Santa Clarita. People were begging us for T-shirts that we made. We also held some contests, and cross-promoted with KFI and Tim Conway for an Awesometown event with the Lexus Jazz and Blues festival that was amazing!
As time goes on, we are keeping the Awesometown moniker but in a more subtle way. It’s still on the ads and in the copy but also promoting Valencia.com more prominently along with great visuals of the community.
The coolest thing about the campaign was how residents and businesses embraced it. The local Whole Foods store, for example, put Valencia Awesometown as their location on their cash register receipts. A Valencia Ralphs store spelled out Awesometown in their Coke displays. Residents would talk in social media circles about seeing Awesometown on billboards, or seeing an Awesometown T-shirt on vacation somewhere. We received reports of references to our campaign worldwide. It became very organic.
All in all, it was a great experience to take a fun campaign and see it go viral and catch on as well as drive measurable results to our new home builders, our website, and our Facebook page. Awesome!
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