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Starmark Scores Marcom Platinum and Gold

Starmark earned several Platinum and Gold awards for work MarCom competition judges deemed exceptional, including the FlyGreen MIA campaign and Marine Research Hub advertising.

The MarCom is among the largest, most-respected international creative competitions worldwide. An average of 6,000 entries are received from dozens of firms around the U.S. and other nations, all vying for top honors in marketing and communications.

MEET THE WINNERS

The FlyGreen MIA campaign earned platinum in the “Marketing/Promo Campaign/Integrated Marketing” category. Starmark partnered with a major energy company to promote one of the world’s most ambitious sustainability projects at the largest airport in Florida. The program included multiple components: main brandmark icon, on-property signage and augmented-reality experience, website, video and mobile app.

The ARport App, part of above FlyGreen MIA campaign, earned platinum in the “Mobile App/Web/App for Training/Learning” category. This app was the campaign’s centerpiece: an augmented reality (AR) trivia scavenger hunt to uncover all the ways MIA saves energy and water. It also delivered helpful tips for home. It was the first time an AR app promoted an infrastructure project of this scale directly to consumers. To keep the app relevant and engaging, Starmark also created a year-long roadmap and release schedule for new content, AR games and improvements.

The FlyGreen MIA Airport Signage earned gold in the “Marketing / Promo Campaign / Branding” category. To capture the attention of travelers passing through and residents returning home, eye-catching signage and installations were placed throughout the airport. Simple artwork directed users to a project website with more information and a video series focused on the key pillars of the project.

The FlyGreen MIA Video Campaign earned gold in the “Marketing / Promo Campaign / Digital Marketing” category. This video series focused on the key pillars of the project and provided more context for each major element — Energy Use Improvements, Water Efficiency Gains and HVAC Updates — to help consumers connect to steps they could take at home.

The FLIBS Directory Marine Research Hub Print Ad for the Marine Research Hub earned gold in the “Ads/Magazine” category. This alliance of marine research universities and community supporters needed a boat show guide print ad to attract attendees to their booth and events; promote Fort Lauderdale as a destination; and convey the Hub’s ocean conservation focus. The challenge: fit all those messages on a two-page spread that could still stand out amongst all of the other guide ads. The end result did it, creating a strong focus, while encapsulating all the Hub’s efforts into one impactful ad that invited readers to “See Below the Surface of Greater Fort Lauderdale.”

“While we’re always proud of the many MarCom honors our clients and creative team have earned over the years, it’s especially gratifying to see Starmark’s growing client diversity reflected in the judges’ choices.” said Starmark President, Jacqui Hartnett. “As we partner with more clients leading the way in innovative sectors like greener energy, emerging technology and groundbreaking marine research, it’s particularly thrilling to earn honors for that diverse body of work.”

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Selling the vision: a campaign to win over meeting planners

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The Challenge

The Greater Fort Lauderdale / Broward County Convention Center District is undergoing a transformative $1 billion renovation and expansion project. Because the convention center construction is expected to take several years, the GFLCVB Group Sales team needed help laying the foundation and maintaining momentum for a successful opening. Starmark was tasked with implementing a strategic selling plan to secure bookings throughout each phase of development, especially early phases while the convention center is completely closed.

This Campaign is a Go

The Starmark team knew that planning meetings takes a lot of work. In order to attract leads, it was essential for this campaign to reassure meeting planners that GFLCVB had their backs. Thus, the “Powered by Greater Fort Lauderdale” idea was born. Using lively, empowering headlines like “This Meeting is a Go” and showcasing all the cool features of the new convention center energized the entire meeting planning process.

10 Million Reasons to Meet

To add even more appeal to meeting in Greater Fort Lauderdale, the team created the “10 Million Reasons to Meet” sales messaging, where GFLCVB planned to give away $10 million in meeting space for events booked during eligible dates at the convention center. The offer was featured in digital banners, in emails, in print and in a two-sided handout meeting planners could read.

“Power Up” Printed Meetings Guide

The team wrote, designed and produced a printed meetings guide to accompany the campaign. The booklet gave meetings planners an in-depth look at everything the destination had to offer, from venue listings to team-building activities. Renderings of the new convention center, editorial photography and a bold design brought the text to life.

Augmented Reality and 360° Experiences

Starmark created an AR portal, giving planners a sneak peek of the convention center expansion. Users could access the portal through Facebook and the printed Meetings Guide via a QR code to transport themselves to the future, and walk into the courtyard of the new convention center.

The team also developed an AR model of the new convention center. This virtual selling tool became a game-changer for future bookings, as it provides prospects with the full experience while the center is closed for construction until a phased reopening begins.

The guide also included a second QR code that gave meeting planners a skyhigh 360° view of the destination in from the heart of the downtown business district in Fort Lauderdale.

A Successful Launch: Powered by Starmark

“With a combination of thought leadership, creativity and technology, Starmark helped Greater Fort Lauderdale launch its meetings initiatives,” noted Starmark President, Jacqui Hartnett. “We are proud to have played a part in its success.”

As of February 2020, a multitude of groups had already been secured after the phase one opening, further cementing Greater Fort Lauderdale as a premier meetings destination for the new decade, and beyond.

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