Event Marketing

Event Promotion for a Benefit & Concert

Setting the stage for an evening of music and charity.

Every year, Textron Aviation throws a fundraiser for the Boys & Girls Clubs of South Central Kansas, which helps children achieve their potential through summer and after-school programs. The 2016 benefit raised $1.4 million. We designed an invitation that helped fuel anticipation for this exclusive night.

The “Great Futures Benefit & Concert” featured a performance by Keith Urban, but his wasn’t the only big name associated with the event. Auction prizes included outings with Harrison Ford and Charles Koch. There were also round-trip vacation packages with VIP passes to the Country Music Awards, NASCAR and the Masters.

Given the “wow” factor of the evening’s entertainment and auction items, a paper-and-ink invitation would not suffice. This one had to be a showstopper.

The invitation was packaged like a 45-rpm record. Tucked inside the album sleeve, a vinyl disc with a sticker label displayed event details. The sleeve also contained a booklet insert, which provided descriptions of the items up for auction. It doubled as a bid card too. Custom typography gave headlines the same kind of edgy, rock-and-roll flavor that Keith Urban brings to his music.

The record-style theme transformed the invitation into a memento that guests would likely keep long after the event.

Certain aspects of the design spoke to the type of industries filling sponsorship roles — namely, manufacturers. Concrete grays and metallic silvers added an industrial touch to the color palette. The paper was selected for its thick stock and surface sheen, which conveyed the prestige of world-class companies such as Textron Aviation, Koch Industries and Honeywell.

When elements like these come together, designs become works of art. And invitations do more than announce. They sing.

Share this: