SOUTHERN BLACK GIRLS & WOMEN’S CONSORTIUM
Joy is Our Journey Bus Tour
Designing the Movement. Driving the Message.
OUR TASK
Southern Black Girls partnered with CNBetter Media to concept, brand, promote, and amplify their inaugural Joy Is Our Journey Dream Bus Tour, a multi-city experience designed to uplift Black girls, celebrate joy, and build momentum toward the Black Girls Dream Conference. We were tasked with creating a unified brand identity, executing media relations across multiple markets, and ensuring the tour reached both urban and rural communities throughout the South.
OUR SOLUTION
CNBetter Media led a comprehensive, end-to-end campaign that blended storytelling, design, media, and grassroots engagement:
- Campaign Messaging & Brand Identity: Developed official tour messaging and designed all creative assets, including campaign logos, bus wrap design, step-and-repeat backdrops, pop-up signage, directional materials, and a custom tour passport for on-the-ground engagement.
- Exclusive Media Partnership: Secured an exclusive partnership with iONE Digital, resulting in op-eds, interviews, social video amplification, photo galleries, livestream coverage, and full tour recaps across MadameNoire and NewsOne.
- Media Relations & Press Tours: Executed in-market media outreach and press tours at multiple tour stops, securing interviews and coverage for Southern Black Girls leadership and participating influencers.
- Multi-Market Media Buys: Negotiated and managed high-reach radio media buys across select markets to amplify tour awareness—particularly in rural communities—and coordinated live on-site radio remotes to drive real-time engagement and attendance.
- Conference Amplification: Extended visibility to support the culminating Black Girls Dream Conference in Birmingham.
OUR RESULTS
The Joy Is Our Journey Dream Bus Tour became a signature, high-impact activation that blended culture, joy, and purpose. The campaign delivered national visibility, deepened community engagement, and established Joy Is Our Journey as a defining movement for Southern Black Girls.
Clients:
Southern Black Girls & Women’s Consortium
Project Demands:
Experiential Marketing & Brand Activations, Media Relations & Press Outreach, In-Market Visibility & Representation
Category:
Experiential Marketing & Brand Activations, Community Engagement
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