Paradise developed “Little Rock BIG Advantage,” a campaign platform built around a simple, ownable idea: Little Rock offers meeting planners outsized advantages relative to its size. The “BIG” wordmark became a flexible creative device — BIG Advantage, BIG Value, BIG Appeal, BIG Possibilities — each variant built around striking split-image photography of the city’s skyline, convention center and cultural landmarks.
The platform ran across targeted print, digital and banner advertising, then extended into the physical spaces where planners make decisions: CarVertise vehicle wraps circulating at major conventions and an immersive trade show booth reinforcing the campaign’s core facts directly to planners on the show floor, supported by “Little Rockers” giveaways to drive booth traffic. A dedicated multicultural meetings track — “One Meeting and You’ll Be BIG on Little Rock” — anchored its own landing page, email marketing and native content, with every touchpoint driving back to a single conversion path on the website.
