The UPS Store - Tournament of Roses Campaign
The UPS Store's involvement in the 2019 Tournament of Roses Parade was a multifaceted campaign designed to increase brand visibility and support community engagement. As Art Director, I led the design and production of print collateral and on-site activation, creatively tying in the brand's partnership with the Toys for Tots literacy program.
Campaign Goals
The campaign aimed to enhance The UPS Store’s visibility and brand recognition on a national stage, aligning with their ongoing commitment to community engagement. A key component was supporting and promoting children's literacy through the Toys for Tots program, an initiative close to the brand’s heart. Additionally, the campaign was designed to generate excitement and foster engagement both in-store and online, creating a buzz around the event that would draw in customers and viewers from across the country.
Creative Process
Working closely with The UPS Store brand team, I developed a thematic look and feel for both the parade float and the post-parade booth activation. The campaign theme centered around the story of "Olive the Ostrich," who dreams of a fairytale landscape, complete with a whimsical castle, bringing a storybook quality to life that resonated with children and families.
Design Execution
- Designed engaging in-store materials that built anticipation for the parade, including posters, flyers, and collectible enamel pin.
- Booth Activation: Created an immersive experience at the post-parade booth that echoed the fairytale theme of the parade float, offering interactive experiences for parade-goers.
Alternative Concepts Presented
Prior to finalizing the fairytale theme, other concepts were explored and presented to the brand team, showcasing a range of potential themes that could align with The UPS Store's branding and campaign goals.
Results & Metrics
Books Distributed
Successfully distributed 10,000 free books to children as part of the campaign, fostering a love for reading and directly supporting the Toys for Tots literacy initiative.
Award Recognition
The float won the "Sweepstakes Trophy" at the parade, honored for its exceptional creativity, design, and overall impact.
Brand Exposure
Generated 443 million impressions, significantly increasing The UPS Store's brand exposure at an international event watched by millions.
