Coal might sometimes work for Santa, but we’ve found sweets to be more effective in winning hearts and minds. That was the insight behind this low-cost marketing campaign, which we created to bring more holiday shoppers to downtown Pensacola in the weeks leading up to Christmas.
The Downtown Improvement Board hosted “Parking Amnesty Day” in mid-December, during which the agency’s parking officers, known as “ambassadors,” placed holiday cards, in place of tickets, on the windshields of parking offenders. The tickets were cleverly designed to fit into a standard ticket envelope, but instead of a ticket, held a token for free parking, a holiday greeting card and a message encouraging them to share their experience on social media. The campaign was a big hit, taking a space in the record books for massive media coverage that extended across the US when the story was picked up by ABC and USA Today affiliates.
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