http://www.burbankwire.com/bwire/news/2009030901.shtml
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.
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