Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
This spring, Visit Baltimore unveiled "Smalltimore," a mobile pop-up Visitor Center designed to bring the city’s authentic culture, history, and community spirit to audiences at local, regional, and national events.
The goal of the Smalltimore pop-up experience is to promote Baltimore by bringing the city's attractions, culture, and community experiences directly to regional and out-of-state audiences.
Through the Mobile Visitor Pop-Up Experience, Visit Baltimore aims to authentically reflect the city at major events, engage with potential visitors, and showcase its rich history, diversity, and culture. It also serves to connect with audiences where they live, work, and play, encouraging tourism and fostering a deeper appreciation for Baltimore’s unique offerings.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Visit Baltimore achieved its goal of creating a mobile visitor experience that authentically represents the city’s rich history and diverse culture. From Ernest Shaw’s original mural nodding to Baltimore’s musical legacy to the "Greatest City in America" bench crafted by Goodwood Designs using wood reclaimed from iconic row homes, every detail reflects the city's essence. Elements like the "City of Firsts" ghost sign and the ceramic “Climbing Cat” were thoughtfully included as easter eggs to engage locals and spark curiosity in visitors.
The Mobile Visitor Center was successfully unveiled at the Preakness Stakes, a high-traffic event, where it captivated attendees with immersive Baltimore experiences. Activations at Preakness and ASAE’s Annual Meeting featured giveaways of local products such as boutonnieres, self-care items, and snowballs, highlighting Baltimore’s local makers and entrepreneurs.
Designed to reflect the iconic row homes and infused with cultural references, the mobile center effectively communicated Baltimore's narrative and community spirit to external audiences.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Visit Baltimore's Mobile Visitor Center achieved significant reach and engagement through its activations at two major events.
At the Preakness Stakes, where over 40,000 attendees participated and TV viewers tuned in from across the country, the Mobile Visitor Center effectively showcased Baltimore’s culture, attractions, and local businesses. The engaging activities, including floral boutonniere giveaways by local florist Crimson & Clover and Snowballs from The Peggy at Walther Gardens, America’s oldest continually operating snowball stand, resonated with a large and diverse audience while showcasing Baltimore’s local business community.
At the ASAE Annual Meeting, which welcomed 4,935 attendees—71% of whom were final decision-makers in meetings and convention planning—Visit Baltimore made a strong impact. The city was the only destination to host an outdoor activation during ASAE's Annual Meeting, further reinforcing Baltimore’s position as a premier destination for conventions and meetings. These activations boosted awareness and positioned the city favorably among key decision-makers for future events and conventions.
Entry Title
Visit Baltimore's Mobile Visitor Center
Division
Integrated Campaign - Experiential Marketing