Cupids400 "Beer" WaterWerks Communications

WaterWerks Communications Inc. was hired as a complimentary partner expressly responsible for Cupids 400 media buying strategy and implementation, including TV and radio creative as required. There were two phases of the campaign. The first phase was designed to solicit expressions of interest to participate in the Cupids 400 event itself and started in early 2009. The second phase was to attract visitors to the region and the events. WaterWerks developed creative for television commercials and radio ads that would drive traffic to the website. Once there, people would be able to access all the events in one place and decide what was right for them. A combination of TV, radio and online ads were developed to promote the visitation to the website. A series of "Did You Know" themed ads were developed. The thinking behind the campaign was to use unique facts that would be interesting and relevant to both residents and tourists. Local volunteer, Clar Barnes, had been a long standing contributor to the Cupids 400 effort as the town crier and his voice was prominent in all advertising.

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