KANSAS CITY, MO: Hallmark is activating a four-city blogger tour on August 18 in support of its Life is a Special Occasion campaign.
The “Moments Between the Milestones” tour will kick off in Nashville, and continue on to Hallmark's headquarters in Kansas City on September 9, followed by Chicago on September 27, and Washington, DC, on October 19.
Working with Fleishman-Hillard, the company's AOR for nearly 30 years, Hallmark is targeting influential bloggers for the events, with a special focus on mommy bloggers since Hallmark's primary demographic is mothers.
“Our objective is to engage bloggers in activities with Hallmark in order to further our relationships with them,” said Deidre Mize, national campaign manager for Hallmark. “It's really important for us to have face-to-face communication, as well as digital communication, for our blogger relationships, and it's kind of hard to have them all come [to headquarters], so we're going to them.”
At each tour stop, bloggers will be able to directly interact with members of Hallmark's creative team, giving them a chance to exchange ideas and learn from one another. The interactive booths will include photography and writing challenges, as well as Hallmark product solutions and tips for recognizing the “any day” moments in life.
“We want to continue helping these influencers understand that the moments that happen in their lives in-between the big milestones should be recognized as special occasions, and we want to help influence their readers to think about their lives in terms of special occasions, as well,” said Jon Gray, managing supervisor at Fleishman-Hillard.
In order to engage with the bloggers, Hallmark and Fleishman worked together to send out traditional mail invitations, which included Life is a Special Occasion t-shirts.
During the Kansas City tour stop, Hallmark will be launching a new initiative to connect more deeply with consumers in the digital space. For the first time ever, the company will be live-streaming all the activities at the event on Facebook. Hallmark will also be posting live Twitter updates in each city.
According to Gray, the tour's success will depend on engagement with the bloggers and how well the company explains its brand campaign concepts.