City of Eugene Cultural Services
Farmers Market Pavilion Rental
A new gathering place for the community — marketed as a versatile rental venue.
View campaign video
The overview
A venue marketing campaign for the City's Farmers Market Pavilion & Plaza — a promo film, event photography, and a 360° virtual tour that turned a new rental space into an evergreen sales tool for wedding expos and outreach.
The campaign film
Step inside
The 360° tour
Strategy
A venue marketing campaign promoting the City's Farmers Market Pavilion & Plaza as a newly available public rental facility. The goal was to raise awareness, show the space's versatility, and drive inquiries by making the event potential and amenities immediately clear.
Audience
- Primary: couples and planners exploring wedding venues.
- Secondary: event organizers — conferences, community events, fundraisers — plus small businesses and nonprofits needing rentable space.
- Tertiary: residents who don't realize the venue is available to rent.
Goals
- Increase awareness and inquiries for the new rental venue.
- Demonstrate versatility through real event examples — weddings, conferences, skating, and more.
- Highlight amenities that simplify planning.
- Improve conversion with an immersive 360° tour for remote consideration.
The call to action: inquire about availability, pricing, and booking.
Touchpoints
Creative direction ran on two pillars — "imagine your event here" and "here's what's included." Capture spanned multiple event types to prove versatility, wide establishing shots of the full space and plaza, amenity details, and a 360° capture to support remote decision-making.
Rollout
The hero trailer anchored the rollout, with supporting photo posts rotating by renter type. Distribution covered City channels, venue listing pages, and in-person promotion — the film plays on loop at wedding expos and outreach events as a walk-up pitch tool — backed by paid promotion. The 360° tour served as a high-intent follow-through via links and QR codes.
Yield
Showing real event scenarios lifted the perception of versatility, and amenity-first visuals reduced the research burden for planners. The 360° tour made the venue feel accessible and moved remote prospects from interest to inquiry. The assets continue to function as evergreen sales tools, especially at expos.
What I'd do next
- Add stronger attribution: QR codes, UTMs, and a "how did you hear about us?" inquiry field.
- Cut renter-type versions — 30 seconds each for wedding, conference, and community event.
- Add a simple "next step" end card with a tour link and availability highlights.
Photo gallery
Printed materials
