SAVOR… Long Beach and the Aquarium of the Pacific
Promoting Awareness with Direct Marketing and Print Advertising

Overview:
SAVOR… Long Beach is the exclusive provider of full-service event planning and catering services for the stunning Long Beach Convention Center, Performing Arts Center and the Aquarium of the Pacific. While these venues are well-known throughout Los Angeles and Orange counties, few people are aware that the Aquarium services private special events such as holiday parties and weddings. SAVOR was looking to ‘get the word’ out to build awareness of these accommodations available at the Aquarium, and enhance the number of bookings for holiday parties, wedding ceremonies and receptions, picnics, and other private and corporate events.
 
Challenge:
One of the largest challenges was the concentrated amount of competition within the Downtown Long Beach area; Restaurants, hotels, harbor cruises, museums and churches line the streets of the city. SAVOR needed to inform consumers about the Aquarium and its services while standing out from their competitors.
 
Solution:
The solution was to assess the Aquarium’s competitive advantage over other event venues and create a demand for the Aquarium through effective branding and informative advertising. NHaK developed an annual marketing plan, focusing on direct mail and print/online advertising. The agency designed a series of effective advertisements and direct mail pieces that would increase public awareness of the venue and inform consumers about its unique and incomparable attributes.
 
The marketing efforts provided dramatic results for the Aquarium’s special events bookings, resulting in more business for SAVOR's Catering services. Upon conducting a formal telemarketing survey interview with recent Aquarium of the Pacific clientele, NHaK was able to monitor the success of recent marketing efforts and attribute that success to specific elements of the marketing campaign. Clients reported first-hand what ads they saw, what they thought of them, if they were a motivating factor in their decision to choose the Aquarium, as well as their perspective of the event experience. The value add from the surveys continue as an ongoing component of the overall marketing strategy providing valuable information ciritical to the development and success of the overall marketing campaign. 
249 East Ocean Blvd. #715 Long Beach California 90802 | P: 562 624 0100 | F: 562 624 0110 | info@nhak.com
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