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Summit, the new building at Seattle Convention Center, is the only vertical convention center in North America and was built with an iconic hillclimb staircase. This pop up insert was a high impact way of celebrating the high impact of this new building.
After breaking ground in 2018 and continuing to build throughout the pandemic, the ‘first vertical convention center in North America’ was ready to loudly welcome new guests to Seattle.
Aimed at Meeting Planners and Association Leaders who make decisions about where to host their events, our goal was to create highly visible, talk-worthy reminders that Summit—the new building at Seattle Convention Center—was fully open for business in Seattle.
A pop-up insert in Smart Meetings brought the building to life—just at a small scale; leaving planners with the same heightened sense of wow that Summit itself could now deliver. As part of a larger campaign, this execution helped increase web traffic to Visit Seattle meeting pages by 4x and drove a 2x increase in Planner Toolkit downloads. We also saw a 650% lift in the Meeting Professionals ‘contact us’ form with over 2400 planners actively reaching out.
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