Case Study: Arkansas State Parks Club 52 boosts passport program engagement with CJRW branding

Arkansas State Parks Club 52 boosts passport interest with CJRW

The Arkansas State Parks program approached CJRW to refresh and invigorate its underperforming passport program. The challenge was to increase the reach and appeal of the initiative designed to encourage Arkansans to explore the state's parks and gather stamps at visitor centers.

CJRW developed a new branded program called Club 52, which introduced a tiered reward system with incentives like stickers and t-shirts. The agency created the name, logo, and a comprehensive campaign including video, radio, and social media to promote it. According to the Department of Parks, Heritage and Tourism, CJRW's solution was highly successful, generating unprecedented interest in obtaining passports and gathering stamps.

Arkansas State Parks Club 52