Greater Richmond Convention Center Launch Campaign
Campaign Strategy, Concept Development & Implementation
As part of the team at RightMinds, I partnered with Elizabeth Hahn to develop the creative strategy, concept, and execution for a high-impact campaign celebrating the grand opening of the Greater Richmond Convention Center.
To generate buzz and drive attendance, we developed a standout direct mail package centered around a real Volkswagen Beetle giveaway. The mailer featured a playful, eye-catching twist: a toy Beetle enclosed in the package to tease the full-scale prize and event theme.
Campaign highlights:
Developed and pitched a fully integrated direct mail campaign with a compelling event hook
Blended physical and experiential marketing to enhance recall and engagement
Secured stakeholder alignment and support from top regional tourism and agency leaders
Helped create a successful launch moment that positioned the convention center as a vibrant new asset for Richmond
This project remains a strong example of using creative storytelling, stakeholder collaboration, and smart strategy to spotlight Richmond as a destination built for big moments that are ‘Easy To Love.’
AboveI personally illustrated the campaign concept and pitched it to key stakeholders—including Jack Berry (former President of Richmond Region Tourism) and David Martin (founder of The Martin Agency). The visual and strategic clarity of the concept earned their enthusiastic support and helped guide the idea through multiple layers of review and approval.
Client Stakeholder:
Jack Berry
RightMinds Founder:
Bill Chapman
Martin Agency Founder:
David N Martin
(Consulting Partner)
Senior Art Director:
Kevin Flores
Senior Copywriter:
Elizabeth Hahn
Account Manager:
Peter Habenicht
Production Manager:
CarolAnn Cartwright