The Client
Point Defiance Park is one of Metro Parks Tacoma’s most popular destinations, with a zoo and aquarium, natural forests, beaches, and spectacular views of South Puget Sound. And yet, despite attracting 3 million annual visitors, many of the park’s best features were going undervisited and underutilized.
The Challenge
It wasn’t that people weren’t visiting the park; it was that the park’s attractions were promoted independently (if they were promoted at all).
- A living history museum
- A marina with boat rentals
- A beach with picnic area
- Nature trails
- Gardens (plural!)
- An off-leash dog park
These attractions are within walking distance of one another, yet it was hard to know that unless you happened to stumble upon one of them. So we needed to make it easier for people to stumble upon them…and make it easy for people to share their discoveries and their delight.
The Solution
We brought together project stakeholders to create an interactive park experience. We designed a Field Guide and game—with prizes—to encourage exploration.
SERVICES PERFORMED
Brand Awareness
- Advertising
- Direct marketing campaign
- Social media marketing
- Website design
- Branded promotional merchandise
SERVICES PERFORMED
Brand Awareness
- Advertising
- Direct marketing campaign
- Social media marketing
- Website design
- Branded promotional merchandise
The guide was both an informative brochure and game filled with delightful illustrations, maps, fun facts, and park history.
The guide directed visitors to signs located throughout the park that highlighted real visitor stories and featured interactive codes that could be collected and redeemed online for prizes.
Social ads and posts generated buzz and drove traffic to a landing page.
The landing page informed visitors of the interactive game and the park’s diverse attractions.
We created prizes for visitors who participated. These included:
- Branded water bottles
- Thyme seedling kit
- Coupons to attractions
- Automatic entry for Grand Prize (All Access Metro Parks Tacoma Pass, valued at $450)
"Just wanted to say thank you for the awesome That's The Point scavenger hunt around Point Defiance. As a family, we had a fantastic time and even found new places we'd never seen even after going there for 9 years!"
Samantha L.
"Had a blast finding the codes!"
Tony W. | Facebook
"I love this idea and hope it's still going when my daughter is a couple years older."
Courtney N. | Facebook