CHALLENGE: VisionFirst wanted to announce the opening of their new iLASIK center and the partnership with well-known Birmingham eye surgeon Dr. Sarah Hays and drive traffic to the beyondthebigE.com Web site.

SOLUTION: Birmingham is very proud of how its many natives, including American Idols Taylor Hicks, Bo Bice and Rueben Studdard, who have gained stardom over the past few years. The term “Reality Star” resonates with people throughout the state. Promoting the contest’s “star quality” stirred excitement and curiosity, got people talking and ultimately drove traffic to the site.