The City of Surprise's Economic Development Department has been awarded for its creativity in marketing, snagging a Silver Award in Multimedia Promotion from the International Economic Development Council (IEDC), the city's economic well-being is clearly on the upswing. The accolade was given for their #KaleEmergency video, a humorous take on an April Fools' Day prank which featured a fictitious kale shortage in the city. The campaign managed to draw considerable engagement and not just from the locals—people all over the US were talking.
It's not every day that a city's attempt at humor actually translates to widespread buzz, but Surprise managed to do just that. It not only grabbed eyeballs but did so with the intention to lure in businesses like Whole Foods Market. The city, Jeanine Jerkovic, the Director of Economic Development for Surprise, asserted, is committed to using innovative means to market their community, “This award is a testament to our team’s creativity and our commitment to thinking outside the box,” Jerkovic told the City of Surprise. The #KaleEmergency video not only made waves for its humor but also because it leveraged that humor into creating a conversation about Surprise as a location ripe for retail development.
IEDC's nod towards Surprise doesn’t come without significant competition. The council is known for its wide membership base, catering to thousands of economic developers worldwide, promoting economic health and standard of living. Their annual Excellence Awards identify organizations and efforts that exemplify creativity and leadership in this field. Nathan Ohle, the President and CEO of IEDC, praised Surprise's strategy saying, “The City of Surprise is leading the field of excellence in economic development with its #KaleEmergency campaign,” as reported by the City of Surprise's press release. Such endorsement highlights how Surprise's engagement tactics have resonated well beyond their local confines and underscores the potential impact of novel economic development approaches.
The City of Surprise Economic Development team will accept their Silver Award at the upcoming annual IEDC Conference set to be held in Detroit, Michigan, from September 14-17. The department, which strives to attract and retain businesses, support job growth, and enhance economic vitality, is being acknowledged amidst peers for its forward-thinking and unconventional campaign work.
