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Harry Jerome Awards + Marketing

Garnering awareness while marking a milestone.

Overview

Branding
4 decades of excellence.

Deliverables
Strategy, Design, Platform, Development, Production, Advertising & Print

The Harry Jerome Awards, hosted by the Black Business and Professional Association, sought to leave a lasting mark on its history by commemorating its 40th anniversary. Renowned for honoring outstanding achievements within the Black Canadian community, the event has attracted distinguished guests such as Prime Minister Justin Trudeau, Toronto Raptors President Masai Ujiri, and TD Bank Group President and CEO Bharat Masrani.

HWO Agency was chosen to develop and implement an extensive marketing strategy for this significant milestone, ensuring the event's legacy continued to inspire and resonate.

Challenges

Developing and executing an effective strategy fast.

With the clock ticking towards the Harry Jerome Awards' 40th anniversary, BBPA faced a critical challenge: 90 till the event, no marketing had commenced, and ticket sales were non-existent. The significance of the event, meant to celebrate four decades of Black excellence, was at risk due to a lack of awareness and engagement. The pressure was on to develop and execute a comprehensive marketing campaign swiftly to fill the venue accommodating over 900 attendees, ensuring the landmark event received the recognition and attendance it deserved.
Approach

A total brand revamp.

Confronted with the significant challenge of celebrating four decades of excellence, HWO embarked on a comprehensive marketing overhaul for the Harry Jerome Awards. We engaged previous attendees through targeted social media initiatives and meticulously crafted email campaigns. Additionally, we unveiled a commemorative logo alongside a sophisticated rebranding of the event, designed to captivate and honor the rich heritage.

Our approach encompassed a full spectrum of content creation, from compelling social media management and listening strategies to the development and execution of engaging ad campaigns. The visual narrative was further enriched through professional photography and video production, alongside the creation of captivating event motion graphics and elegant print designs, all aimed at showcasing the enduring impact of the awards and setting the stage for a memorable celebration.

Results

Rejuvenating attendee perception and engagement.

  • Event completely sold out, over 900 attendees.
  • Unprecedented guest feedback on quality.
  • Marketing directly influenced attendee decisions.

HWO's strategic overhaul transformed the Harry Jerome Awards' 40th anniversary, mitigating risks and elevating the event to unprecedented success. Our dynamic marketing approach not only filled every seat but also rejuvenated attendee engagement and perception, setting a new benchmark for the event.

This revitalization not only honored a significant milestone but also laid the groundwork for future celebrations, ensuring the legacy of the BBPA and its esteemed awards continues to flourish. HWO's ongoing partnership with BBPA is a testament to this success, promising more innovative and impactful collaborations ahead.

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