Old Town Scottsdale
Scottsdale Tourism & Events Department hired HAPI to develop an integrated campaign to promote Old Town Scottsdale to local residents. HAPI and its research partner conducted focus groups, online surveys and provided an in-depth report on local perceptions of the area. One of the major findings confirmed that people refer to the area as Old Town Scottsdale, not Downtown Scottsdale (which was currently being promoted). Based on the research findings, HAPI developed a new logo and creative campaign, developed the media plan and launched a highly targeted campaign that re-introduced Old Town Scottsdale to the Valley.
Services Provided: Research, Messaging, Creative, Media, Reporting, Website
San Francisco Giants Spring Training
Spring Training in Arizona! Peanuts. Popcorn. Beer. And sunburns. Old Town Scottsdale hosts one of the oldest Cactus League stadiums in the Valley and home of the San Francisco Giants. Every year, we work with the Giants and Old Town to develop new posters that are hung in local establishments to promote spring training games. Every year, we measure ROI by the number of posters that get stolen from storefront windows and taken home by Giants fans.
Old Town’s Western Week
Western Week is an early Spring event that puts Old Town’s western heritage on full, colorful display. From a Pony Express mail delivery to western museum exhibits to parades and rodeos and southwestern performances, HAPIhelps Old Town round up larger audiences. We forged by hand from Adobe Illustrator a new logo, microsite and accompanying print, banner and social campaign to promote the event to a much broader audience. (A horse and rider with flyers can only cover so much ground.)