I’m excited to announce that the City of Irvine was selected as the 2018 California Park & Recreation Society (CPRS) Marketing and Communications Award of Excellence recipient for our Your Irvine marketing campaign. The City competed for the award against government agencies serving populations of 250,000 or more.
The CPRS award reflects Irvine’s commitment to strategically and efficiently implement a new online registration and reservations software system for the public through a comprehensive marketing and public outreach campaign. Through this statewide award, the City has been recognized for the highest achievement in promoting and increasing public awareness of its parks, facilities, recreation, and leisure services programs.
In preparation for Irvine’s new registration software launch in February 2018, City staff developed Your Irvine as a brand identity for the classes and activities offered by the City. The Community Services marketing team created the logo, website, and digital and print collateral in-house using only internal resources. They also worked with parks staff to outline a marketing campaign that would suit the needs of all unique facilities within the City. The resulting campaign drove traffic to the new registration website, supporting more than 10,000 class sessions, 41,000 facility bookings, and 80,000 community participants annually.
The City of Irvine will be honored at an awards recognition banquet on Friday, March 22, at the Sheraton Grand Sacramento, during the 2019 CPRS Conference & Expo.