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Ana Pereira of Urias Communications: The value of the Desert Botanical Gardens campaign was to offer a new and different experience
Liz Unamo| 13 de julio de 2020
Webinar CMC
Henry Gomez, head of strategic planning, research and analytics at Zubi Advertising, described as “really charming” the campaign for Desert Botanical Gardens that won silver at the CMC CAPE Awards. Gomez, who served on the jury of the Innovation category, spoke about the initiative developed by the Urias Communications agency during a webinar organized by the Culture Marketing Council (CMC).“Its value was to offer a different experience, something new,” said Ana Pereira, VP of client services at Urias Communications. To the natural landscape of the Desert Botanical Garden in Phoenix, Arizona, and the usual lighting of trails in the December season, she said the agency added the Latino tradition of La Posada (Nativity) to attract Hispanic visitors who make up almost 43 percent of the region’s demographic. Zubi also introduced other members of the local population to this typically Hispanic Christmas pilgrimage. According to Gomez, it was a great idea for activating a market. He said the jury admired how much was achieved with such a small budget, which “for me shows how important strategy is when you have little money to spend, because you have to do something with nothing and be smart about it.” The jurors also appreciated the fact that there was a whole audience out there that had not been using the garden or wasn’t familiar with it, and this proved to be a way to attract them. “This will become an increasingly bigger event that will continue to attract Latino visitors at other times of the year. In all, it was an intelligent approach,” he said. Gomez said that what stood out about the initiative – which attracted over 25,000 attendees and generated a viewership of 16 million with a value of over $216,000 in free advertising – was that it made the most of the La Posada tradition, an opportunity that no one in the area had used. “Innovations do not have to be shocking, but for the client it was certainly innovative, and so it was for the market as well. And the way that innovation was carried out for that client in that market was the reason we honored it with silver,” he said.
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