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Saxum and VI Marketing and Branding to Combine Agencies
The Reading Tree Challenge

The Reading Tree Community Outreach Campaign


The Gathering Place

Voted USA Today's Best New Attraction of 2019, Gathering Place is a world-renowned park in Tulsa, Oklahoma. Bordering the Arkansas river, the park offers over the Tulsa community over 66 acres to play, eat, and relax.

Challenge

Gathering Place is a 100-acre, multi-million-dollar public park in Tulsa, OK that took nearly a decade to bring to life. The challenge was to build a strong and lasting brand identity, engage a diverse group of community stakeholders throughout development, and drum up excitement for the park’s opening in the community. With all eyes on the development of this new Tulsa attraction, activating the Gathering Place brand in creative ways would be key to a successful grand opening of the park.


Insights

Kids and families were key stakeholders throughout the development of Gathering Place. Generating excitement among children would quickly spread the word to other key audiences and build anticipation for the park’s opening. It was important to engage kids and their families early and often with a positive and beneficial campaign that could build a lasting reputation for Gathering Place.


Solution

To build excitement for the grand opening among children and families, Saxum developed “The Reading Tree” campaign, which challenged children in Tulsa to read 2 million books before the park’s opening. The program provided educators and families with enriching multimedia activities, resources, and an online book log. The campaign culminated in a celebration with Gathering Places’ kid ambassador, Ariana, at the park’s  real Reading Tree during opening weekend.


Results

The children of Tulsa exceeded our goal and read over 2 million books before the park’s opening in September 2018. 

  • 2,500+ average quarterly logins
  • 2,263,204 books logged

See Our Work

The Reading Tree Website Mockup
The Reading Tree Video Still
The Reading Tree Video Still 2
The Reading Tree Stickers
The Reading Tree Class Pack