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Napa Downtown
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Crisis Management
Postponed Celebration
Due to flooding from extreme rains in early 2006, Napa Downtown was substantially closed for a period of a week. This meant the traditional New Years Eve celebrations were cancelled. Once the waters receded, we launched a special promotion to support the area businesses.
The River’s Down
We conceived, designed, wrote, and produced a creative campaign: The River’s Down, the Party’s On. The idea was to encourage visitors and locals to visit Napa Downtown on a specific weekend. Merchants and hotels offered discounts on their services in the newspaper-advertising insert. Ads were places with local radio and Bay Area media. Public relations outreach resulted in newspaper and TV coverage.
The Party’s On
The target audience responded by filling restaurants that weekend and the hotels reported higher-than-normal hotel occupancy during the off -season. Media results included placement on:
• KGO-TV
• KTVU-TV
• KPIX Radio
• Media exposure gained was approximately $120,000 in ad equivalencies.