4 - week print & Video Campaign
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San Antonio River Authority (SARA) partnered with The DeBerry Group to establish an integrated communications program for the Grand Opening of San Pedro Creek Culture Park, a world-class linear park in downtown San Antonio.
The DeBerry Group worked in tandem with SARA on a finely-integrated communications campaign to generate awareness and excitement in the month prior to the grand opening. The campaign kicked off with a “countdown to grand opening” news conference that revealed the culture park’s new branding and signified the launch of the four-week marketing campaign.
Every content piece our team created for the campaign paid homage to the community surrounding San Pedro Creek, focusing on the three main facets of the park – culture, art, and nature. Each week of the campaign highlighted one of these facets, with all three integrated in the final week’s assets.
Our biggest creative challenge in the development of campaign content was that the park would not be camera-ready until the very end of our promotion period. We were tasked with marketing a finished park while it was still very much a construction site, which pushed us to think outside the box when it came to creative assets.