Balboa Park Explorer — Holiday Campaign & Documentary
Type of Work
Seasonal campaign · Digital marketing · Content production · Documentary video
Brief / Challenge
Balboa Park Explorer came to Lead Wolf seeking to launch a holiday-themed campaign tied to the “Gift of Culture” initiative. They needed to:
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Promote a seasonal voucher / gift offer for park visitors, timed with the holiday season
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Raise awareness of cultural experiences at the park
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Produce cohesive, high-quality content (video + visuals) to engage both locals and tourists
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Improve their visibility in local search and attract traffic to a dedicated landing page
Our Approach
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Developed a heartfelt holiday-themed campaign concept focused on “giving culture as a gift,” combining nostalgia, heritage, and festive spirit. This tone set the emotional foundation of the campaign.
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Produced a flagship documentary featuring Christine Martinez that celebrates the beauty and history of Balboa Park — giving a human voice and narrative to the campaign. Documentaries like this act as “hero content,” ideal for deep engagement and long-term brand storytelling.
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Created a series of supporting video pieces, social-ready clips, lifestyle photography and graphic ads to use across social media, paid ads, and email channels to maximize reach and reinforce the campaign message.
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Deployed geo-targeted ad campaigns aimed at San Diego locals and tourists interested in cultural experiences — ensuring the campaign reached people likely to convert.
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Set up analytics tracking and conversion monitoring to measure traffic, engagement, voucher sign-ups and campaign performance.
Deliverables
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Full-length documentary (hero piece) + short cut-down edits for social media
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Series of video teasers, lifestyle photography, and ad graphics
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Paid-ad creatives and campaign management (geo-targeted)
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Campaign performance tracking and analytics report
This project demonstrates Lead Wolf’s ability to merge creative content production (including long-form documentary) with performance marketing all aligned toward a seasonal campaign with both short-term and evergreen value. By crafting a narrative around “gift of culture,” producing compelling visuals, and supporting it with strategic digital marketing, we helped Balboa Park Explorer turn a seasonal promotion into a storytelling-driven brand experience.