Poutine Week strategically aligned with ArtPrize, a busy period in Grand Rapids, to leverage attendance and attract visitors to Michigan Street. We creatively integrated poutine as both an art piece and a subject in famous works, capturing attention and encouraging exploration of bars on the other side of town.
Asset Development
In the past, Poutine Week relied on Facebook events and bar flyers. To enhance the festival's ambiance, we created fun and cohesive visuals visible at any Michigan Street bar, instantly communicating the essence of Poutine Week. We also deployed assets across the city, ensuring broader awareness of the event beyond regular Michigan Street patrons, despite limited resources.
Advertising
With a solid strategy and a playful brand, we amplified Poutine Week through focused advertising. We prioritized low-cost, high-impression channels like digital and bus ads. These efforts allowed us to reach a large audience at an affordable price. Digital ads directed people to the mobile-optimized Poutine Week site, enabling them to explore participating restaurants and vote for their favorite poutine dish.
To create a substantial impact, we aimed for media coverage. Leveraging earned media, we reached new audiences unfamiliar with Michigan Street. We encouraged ArtPrize attendees from the suburbs to make a night of it by participating in Poutine Week. Overall, our media efforts garnered nearly 5 million impressions across West Michigan, expanding Poutine Week's reach.
