Metro Parks Tacoma Bounce Back Campaign
Point Defiance Park is a 760-acre park located in Tacoma, Washington that receives over three million visitors each year. The park includes miles of wooded trails, gardens, beaches, a zoo, a living history museum, and a boathouse.
Most park visitors came to the park for one of the larger attractions one time per year and didn’t return to experience the rest of the amenities that the park had to offer. Metro Parks Tacoma tasked us to develop a bounce back campaign that would persuade infrequent visitors to visit an attraction that they had been to before.
The Campaign
A game-based campaign was developed that would engage visitors and get them excited to enjoy all that it has to offer called “That’s the Point.”
Point Defiance Park is rooted in the history of the city and memories of its people. Harkening back to that history, we chose to develop an old-school field guide that would feature all the park’s attractions and allow us to gamify visits to the park.
Signs were positioned throughout the park with codes that could be collected in the field guide, and then entered online to earn prizes and discounts. Visitors who collected all the codes would entered into a raffle to win an all-access pass to the park attractions.
Other Elements
Signs were placed along pathways in the park. Each sign featured a game code to enter into the field guide and also featured stories from the community about their memories from Point Defiance Park.
Prizes were given out to participants by park staff.
Poster and flyers were placed at all Point Defiance park attractions to promote That’s the Point.
Social media posts and ads were created to engage Point Defiance Park followers.