Integrated Campaign

Peterson Companies/RIO

If it’s not Instagrammable, it’s not worth going. That’s the cold, hard truth in 2018. So when RIO Washingtonian wanted to showcase its lakefront experience and drive traffic to the property, The Dealey Group knew the right “Insta”-worthy photo op would do the trick.

The Dealey Group concepted and created a jumbo “R” and “O” that guests could stand between and pose as the “I” in “RIO.“

The Dealey Group utilized local influencers to generate buzz around the photo experience, along with a promotion to increase engagement with the letters using #myRIO. The promotion was marketed via social media graphics, a eblast, and onsite posters.

During the first month of the activation, an expecting mother posed with the letters, then returned and took the same photo with her new baby. Another woman used the photo op to celebrate her last day of chemotherapy treatment. Another guest photographed his dog who was training to become a service dog. Now a fixture of RIO’s lakefront experience, the #myRIO letters are so much more than a photo-op. They’re a celebration of this nostalgic place where life’s most important moments happen.