Innovative marketing drives business at new Raleigh convention center
The new Raleigh Convention Center in North Carolina is coming up with innovative ways to sell itself that may be emulated by others. The major impetus behind a $4 million campaign: promote the destination in its entirety.
“We are selling a building….but you just can’t sell the building because it is just a box. When you sell that building, you sell the whole city,” Doug Grissom, assistant director of the center, told Triangle Business Center.
The center’s advertising budget is spent in two categories: ceremonial events to increase local awareness, and state, regional and national marketing through exposure to various events.
Raleigh’s promotions include such unusual marketing events as “Alive After Five,” “Raleigh Downtown Live” and “Movies in Moore Square.”
Another recent promotion involved the reopening of a major street that drew 70,000 people to hear music and see fireworks. Among the attractions was a VIP section where 600 potential convention center customers watched the event.
The promotion led to at least two major future events booked at the 500,000 square foot center.
Another recent event involved serving heavy appetizers to 500 potential customers in tents who could view the construction site of a new performing arts center during the evening’s entertainment.
Report by David Wilkening
David
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