Brief for the 2024 Ad Club of Edmonton Student Case Competition: to create a new, can't-miss event for urban professionals aged 35-60 in favour of the C.K. Hui Heart Centre.

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Solution: The Heartbeat Hideaway, presented by the C.K. Hui Heart Centre, a speakeasy-style event where the event is the afterparty. Tickets will be sold, however, prior to the event, local bars and restaurants will feature a specialty cocktail with a portion of the proceeds going to the C.K. Hui Heart Centre. These drinks will be found via an app called the "Hidden Heart Pass", which highlights the participating venues. The dual approach invites greater participation to the event and maximizes revenues. The speakeasy theme allows for the gala to remain relevant due to differentiation from other galas in an oversaturated market.

 

Response: Our group won the case competition and the Heartbeat Hideaway Gala is set to open its doors on February 20th, 2025!