How did Agency|51 promote Southern California’s newest meeting and event complex? By showcasing its state-of-the-art, technical innovations — front and Center. With over 65,000 sq. ft. of flexible meeting space, a newly re-imagined Exhibition Hall, and signature onsite catering led by TV-star Chef Brad Martin, the Center’s $43 million transformation promises to revolutionize the future of meetings. And the campaign promised to deliver.

The process began months in advance by planning a promotional story arc with a Save The Date mailer and e-mail, followed by a trade show postcard, magazine ads, and social “Like” campaign. In the weeks leading up to the much-anticipated Grand Opening, we extended the creativity into brochures, catering menus, capacity charts, a comprehensive e-blast, a dedicated microsite to RVSP, and more.

But by far, the most imaginative execution was in the form of a multi-dimensional Preview Gala invitation — To notify guests about the special sneak peek, the invite featured an interactive infinity fold to represent the endless possibilities of the flexible new Center. The eye-catching piece will soon be entered into the Industry Promotional Materials Awards Competition, The Art of the Show — hosted by the International Association of Exhibitions and Events.

Expectations were high. Results were even higher. Before the public ever set foot through the doors, the Center received a steady stream of booking inquiries and requests for facility tours. Over 80 events have been booked through 2018. In addition, the RSVP response rate has been overwhelming. Over 1,000 community leaders, businesses executives, and meeting planners joined the Grand Opening event on February 26.

“From the latest technology to innovative breakout rooms to a celebrity executive chef, the Riverside Convention Center is an unconventional venue — inside and out,” said Agency|51’s Executive Creative Director Tony Serna. “We were honored to rise to the challenge of creating a campaign that was just as unique and engaging.”


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