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Jouney to the Old West: Refuge Roundup 2008 at the Rocky Mountain Arsenal National Wildlife Refuge
Source: SO08 Silver Anvil Award
Product Code: 6BW-0903C02
Organization/Author/Firm: U.S. Army, / U.S. Fish and Wildlife Service, MGA Communications for Shell Oil Co.
Industry: Government - Public Affairs
Specialization(s): Special Events - Observances 7 days or less / Special Events - Observances
Format: Campaign Case Study (Silver Anvil)
Summary
2009 Silver Anvil Award Winner – Events And Observances – Seven Or Fewer Days – Government
Refuge Roundup 2008 celebrated National Wildlife Refuge Week and demonstrated that neighbors of the Rocky Mountain Arsenal National Wildlife Refuge have a community asset in their backyards.
Previously, this event only attracted supporters of the Refuge. This year, the U.S. Fish and Wildlife Service wanted to increase attendance, broadening the reach of the event. With MGA, the Service combined social media, traditional media and grassroots marketing to promote the event attracting groups who seldom (it ever) visit the Refuge.
Results? Event visitation doubled, the Service gained a more diverse group of supporters and their new social network continues to grow.
