Hyatt Regency Chesapeake Bay
National S'mores Day 2016 - Event Concept, Execution, and PR
In 2015, BTC Marketing was asked to conceptualize and execute an all-new sweet
event for Hyatt Regency Chesapeake Bay. From initial concept and planning to an event logo, branded materials, event PR, and day-of execution – the first annual National S'mores Day
celebration was a hit.
The event celebrates the beloved campfire confection, which also happens to be the signature treat at the Maryland resort. Who did we think was the perfect fit for this sticky good time? The Girl Scouts (of course!) who are credited with creating the s'more almost 100 years ago.
Now in its second year, the August event brings dozens of Girl Scouts from the Mid-Atlantic region to the Maryland resort for a day of s'mores-themed competitions. The highlight of the gathering is the s'mores making contest, when the Scouts race to see which team can fill their 24-foot long table with hundreds of s'mores first – gooey, frantic fun! The cardboard boat regatta follows soon after, and the day ends with an iron chef-style the cooking competition.
To build on the success of the 2015 launch, BTC executed an enhanced social media plan, creating custom posts for the Scouts and a facebook 'like' contest to drive online engagement. For print and broadcast media, we crafted strategic pitches for the four markets the Girl Scouts hailed from: Philadelphia, Baltimore, Washington, D.C. and Chesapeake Bay. Our 2016 results speak for themselves:
- 10 television appearances, reaching 300,000 viewers in Washington D.C., Philadelphia, Baltimore, and Chesapeake Bay
- 66 social media posts to almost 35,000 followers
- Online media reached over 5 million people, an increase of 86% over 2015
- Total campaign reach: Over 5.5 million people
- Estimated publicity value: Over $33,000
Looking for a winning new strategy to reach your customers? Contact BTC today to see how we can help you create and execute a memorable event that secures PR and drives your message.