1.2 sq mi City becomes America’s Cup destination
The America’s Cup was coming to town! Well, not exactly to Emeryville, but the City of Emeryville (who has no visitors bureau) asked Working Images to help them create a Destination Emeryville program for the 34th America’s Cup in 2013.
In collaboration with SF on the Bay, we strategized, designed and produced the banners that brand Emeryville as a fun place to visit and also branded Emeryville as “On the Bay.” In 2012 we created an online tourism hub, Emeryville on the Bay, to help bring visitors to Emeryville for the America’s Cup races.
We worked with the City of Emeryville, our Bay friends, charter Emeryville on the Bay participantss like IKEA, Bay Street, Townhouse Bar and Grill, Marriott, P.F. Chang’s and both marinas to position Emeryville as a travel destination. People, even residents, did not know Emeryville had 2 marinas and 850 slips in that 1.2 sq. mi. of a town.
Strategic advertising for one year drove the sailing community to the website and filled hotels, key restaurants and both marinas. Some sailors even moved their boats permanently to Emeryville after their visit to the guest berths, making our efforts a great success.
What we did:
- Chaired Destination Emeryville America’s Cup Ad Hoc Committee
- Produced Emeryville on the Bay website – content, photos, stories
- Sold ads & produced adouble page ad monthly for one year for placement in sailing magazine Latitude 38
- Wrote stories about Emeryville and the upcoming 34th AC match; distributed regionally
- Produced and managed hanging of banners throughout the city