CLIENT: BCEC

Attendees carried the shoelace from the mailer around the convention…

The Challenge: The Boston Convention Centers organization, in anticipation of opening its new Boston Convention and Exhibition Center (BCEC), needed to announce the facility and begin booking events. Due to the "too small" reputation of the Hynes Convention Center, the other major conference facility in Boston, many event producers were in the habit of ignoring Boston as a destination.

Against the backdrop of the annual meeting of the American Society of Association Executives, Dragon set out to change this behavior and draw meeting attendees to the BCEC booth.

Dragon in Action: We created a high-end, two-part direct marketing program that played off of Boston's positive reputation as a "walking city." Design and copy, based on a "Walking Tour" creative theme, presented a benefit-laden portrait of the BCEC, as well as Boston. A compelling offer completed the presentation.

The Result: Mailing recipients could win a "Walking Tour" package, valued at over $100, simply by matching a shoelace in their possession (delivered in the first mailing) to one on display at the BCEC booth. They came in droves, and shoelaces were seen all around the convention floor for the duration of the event.