BURBANK WINS TOP HONORS AT 2009 CALFEST AWARDS

"Best Logo"
Shop Burbank Campaign

"Best Marketing Campaign"
Be-Boppin in the Park
Classic Cars, Muscle Cars, Trucks & Motorcycles

Burbank, Calif. (March 9, 2009) – Burbank won top honors with two marketing awards at the annual California Festivals and Events Association (CalFest) Celebration Awards held Thursday, February 12 in Anaheim. The City of Burbank achieved 1st Place for “Best Logo” with the Shop Burbank campaign and Magnolia Park Partnership received 1st Place for "Best Marketing Campaign" for Be-Boppin in the Park, the 4-block street festival that occurs annually in the Magnolia Park neighborhood. The CalFest Awards program annually recognizes the top innovative ideas and promotional materials for festivals and events in California and Nevada.

The 1st Place Award for “Best Logo" went to the City of Burbank for the citywide “The Bucks Stop Here” campaign. The logo, which was designed in the holiday spirit but was also a play on words, depicted Santa flying through the night sky led by his reindeer, or “bucks.” The slogan “Let the Bucks Stop Here” was at the same time an encouragement for consumers to keep precious retail dollars in Burbank. “Let the Buck Stop Here” was the kick-off of a yearlong campaign, which also included the recent Valentines “Home is Where the Heart Is” promotion, and will recur at other gift-giving or peak seasons throughout the year including Mother’s Day, Back to School and Holiday 2009.

As part of “Let the Buck Stop Here,” every household in Burbank received a postcard of special discounts to local shops and restaurants. It was also supported by full page ads in the Burbank Leader, which customers could use to receive discounts. Major employers in the city also supported the campaign by e-mailing their employees with the special offers. In each case, the “Let the Buck Stop Here” graphic and theme was reinforced.

A 1st Place Award also went to Magnolia Park Partnership for “Best Marketing Campaign.” The Magnolia Park Partnership holds an annual street festival called Be-Boppin’ in the Park, which has become Burbank’s biggest event, attracting 14,000 people. Everyone was invited to bring their favorite pre-’72 classic, modified or muscle car, motorcycle or truck to Magnolia Park. More than 250 vintage cars lined up along Magnolia Boulevard, which was closed to traffic between California and Hollywood Way on Saturday, August 23. As with the inaugural show in 2007, 2008’s event was a huge success. The marketing campaign, which consisted of a 1950’s style graphic, was used consistently in all advertising, collateral materials such as postcards, on the website and even on t-shirts.

CalFest, based in Tahoe City, Calif., is the leading events and festivals organization in California and Nevada. Its mission is to provide educational and commercial support for major festivals in the two states, and boasts the Tournament of Roses Rose Parade, Gilroy Garlic Festival and Hollywood Christmas Parade among its members.

www.BestBurbank.com

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