OBJECTIVE

Business development agency Invest Northern Ireland commissioned The Syndicate to create awareness for their South by Southwest events by promoting the upcoming programming throughout Austin, Texas during the festival.

EXECUTION

Created and executed a multi-day grassroots marketing campaign, with the goal of engaging SXSW attendees and industry professionals to attend Invest Northern Ireland events.

• Over three days of SXSW, marketing representatives were directed to:

  • Distribute branded postcards to SXSW Interactive festival attendees

  • Wear branded backpack banners to engage the public and draw attention to promotional materials

  • Create intriguing poster displays around the streets Austin and within the Austin Convention Center

  • Engage patrons by vocally promoting Invest Northern Ireland and the SXSW events

IMPACT

• 7,500 branded postcards distributed throughout the campaign

• 750 branded posters hung in high traffic locations in Austin, Texas

• Activated a team of 25+ Marketing representatives as brand ambassadors