The Avala Marketing Group...Connecting Brands With Consumers

HGTV approached AVALA with a concept for a "web-based contest / e-commerce project" to support its "Change the World, Start at Home" cause-marketing campaign.

We developed a strategy in which web visitors could vote for a custom T-shirt design to be produced and sold for a limited time, with sales benefiting HGTV's non-profit partners. AVALA created an interactive voting website, a system for capturing voter data, and an outstanding follow-up campaign that announced the winning T-shirt design and promoted the HGTV store site.

AVALA turned HGTV's ideas into a successful, multiphase, fully integrated marketing package - all the time keeping the cause-marketing standards top of mind, making sure choices and messaging were made from an eco-friendly perspective.