American Heart Association
Heart Ball
Challenge
In 2010, the Las Vegas Chapter of the American Heart Association (AHA) hosted the 20th annual Heart Ball, its signature fundraising and awareness event. This event provides funds that benefit research, public education and the community programs of the American Heart Association nationwide. Last year, Heart Balls across the nation raised more than $51 million US to support AHA initiatives.
In preparing for the 2011 event year, the Las Vegas Chapter of the American Heart Association turned to William Joseph to offer strategic insight into the event’s branding, theme(s) and strategic promotions.
The organization faced certain challenges in promoting and selling the annual Heart Ball event:
- Public awareness and recognition: The event did not have a unique brand that was consistent year over year.
- Sales: The chairperson and main sponsor rotate between event years. In past years, the chairperson was responsible for the majority of ticket sales and that individual capitalized on friends and circle of influence, instead of the target market. While this facilitates ticket and sponsorship sales on an annual basis, the event did not maximize the potential for long-term event awareness or sales based on the cause.
- Attendee tracking and communication: The organization did not track event attendees year over year – only sponsors – missing a critical opportunity to fulfill early ticket/sponsorship sales with repeat buyers.
- Crowded event market: Las Vegas is full of entertaining fundraising events, perhaps more so than the average market of a similar size. This made it even harder to ensure that the event promotion was seen and acted upon.
William Joseph Thinking
William Joseph saw an opportunity to take a concept that was already being executed in Las Vegas and leverage its momentum. Given the tie-in with the Cirque du Soleil show, Love, we proposed a psychedelic-themed event. The psychedelic theme included tie-dyed patterns, colourful images and dynamic text treatments.
The objectives of the creative had to:
- tell a story about going to the Heart Ball gala;
- incorporate a theme that was applicable to 1950; and
- present it in a way that was interesting and engaging.
Results
William Joseph took inspiration from the Beatles song, All You Need is Love, as well as the graphic treatments of the era.
The creative execution included a program guide, posters, print ads and miscellaneous event materials.
The silent auction raised a significant amount of money and everyone that attended the event had a wonderful experience.
