Name of campaign: “A Californian's Guide to Austin, Texas”
Launch date: August 2009
Creative credits: Group creative director-VP: Richard Hefferman; senior art director: John Livingston; copywriter: Shannon O'Malley
Why we liked it: We like the word “free” in marketing copy. In this dimensional mailer for the Greater Austin Chamber of Commerce the word is right there on the outside of the tin box: “Enter to win your free trip.” The Austin CoC is offering that free trip to Los Angeles-area business site selectors and subtly beginning to get across some of the reasons the capital of Texas is a good place to locate a business. Inside the tin, humorous cards build the case for Austin. One card asks, “Can the work force do more than herd cattle?” The answer is more serious, pointing out that about half of Austin residents have college degrees—twice the national average. Each card drives the target to visit the Austin website to register for that free trip. All in all it shows that when selling Austin, it doesn't hurt to show the town has a sense of humor. And to offer something free.