10th Anniversary Integrated Communications

Discovery Green is a 12-acre public park in the heart of downtown Houston that has anchored the city’s urban core since 2008. CKP Group served as Discovery Green’s agency of record for its 10th anniversary season — a milestone that called for more than a celebration.

Discovery Green had built strong brand equity over its first decade. But equity isn’t attendance, and awareness isn’t loyalty. The goal wasn’t simply to mark ten years. It was to establish Discovery Green as an indispensable part of Houston’s cultural identity and to drive a measurable increase in foot traffic, media presence, and community engagement across a full season of programming.

The campaign had to work across audiences — families, young professionals, cultural institutions, and city leadership — without losing a coherent narrative thread. A single event could generate a spike. A full season required a framework.

CKP built the campaign around a single organizing idea: Discovery Green wasn’t just a park — it was Houston’s living room, and the 10th anniversary was an invitation for the entire city to come home.

That narrative drove every element of the campaign. CKP developed a comprehensive earned media strategy that positioned the anniversary as a cultural moment, not just a programming milestone. Pitches were tailored to different audience segments — community, lifestyle, arts, and news — to maximize coverage across beats.

Partnerships with Houston’s cultural institutions extended the campaign’s reach beyond what paid media alone could achieve. Programming was designed to generate ongoing news hooks throughout the season, not just at launch.

Across all channels, the messaging framework remained consistent: this was Houston’s park, and this anniversary belonged to the city.

1.48 billion earned media impressions. 1,561 media placements. $18M in publicity value. Increased foot traffic across the full anniversary season.

The earned media results weren’t just volume. The 1,561 placements represented a fundamental shift in how Houston’s media landscape covered Discovery Green — with coverage reaching national outlets alongside local and regional press.

The campaign won the PRSA Grand Excalibur Best-In-Show Award for Integrated Marketing — the highest honor in the region.