Visit Baltimore executed a robust marketing strategy to promote the 2024 Central Intercollegiate Athletic Association ( CIAA ) Men ’ s and Women ’ s Basketball Tournament , focusing on maximizing visibility and engagement . Partnering with local Black-owned marketing agency REJ & Associates , we managed all paid advertising for the event , with a special emphasis on digital channels , local signage and creative media placements . The campaign kicked off in November 2023 , supported by a grant from our partners at the State of Maryland Department of Commerce and the US Economic Development Administration , allowing for enhanced media buys to reach wider audiences and encourage them to buy tournament tickets and book hotel rooms for the event .
A standout initiative was the CIAA Lookbook Campaign , which featured local influencers showcasing their fashion and style aligned with tournament events . This campaign also included a sweepstakes offering a stay at Sagamore Pendry Baltimore , championship game tickets and a CIAA brunch . The sweepstakes garnered nearly 500 entries , generating positive social media sentiment and increasing excitement around the tournament .
To further promote the event and the city , Visit Baltimore , in collaboration with the CIAA PR team and marketing agency Liquid Soul , developed a targeted local media strategy . This included partnerships with WBAL-TV , Maryland Public Television and The Baltimore Times .
Additionally , Visit Baltimore hosted five top-tier journalists from national media outlets like Essence , Buzzfeed , Blavity and Fodor ’ s Travel . These journalists were given an immersive experience of Baltimore ’ s Black excellence , including an art tour with BmoreArt and a wearable art workshop with local artist Akio Evans , enhancing the city ’ s image and generating positive coverage in key publications .
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