Red Wing’s Hometown Trades Week earns top honors for creative excellence and CX impact
Hometown Trades Week, created in partnership with Red Wing Shoes, has been named a winner in the 2025 MediaPost OMMA Awards. The campaign earned recognition in the Contest, Promotion, Sweepstakes category for its creative execution, results-driven strategy, and meaningful cultural impact.
Rooted in the belief that “every town is powered by tradespeople,” the campaign elevated Red Wing’s legacy of supporting hardworking Americans—pairing hyperlocal creative with smart, scalable media to celebrate the trades and drive measurable business outcomes.
“This work was all about meeting workers where they are—on job sites, in their neighborhoods, and in the moments that matter most,” said Tom Lord, Creative Director at Bold Orange. “We built something that felt personal and local, but could scale nationally. That’s the kind of creative we’re most proud of.”
Timed with National Safety Month, Hometown Trades Week invited customers into Red Wing stores with a time-bound offer on work boots, powered by geo-targeted media, Gas Station TV, and a mobile-optimized landing page. Creative spotlighted individual dealer storefronts and community names to spark hometown pride. Customers could opt-in to emails and instantly download a mobile wallet coupon—making redemption seamless.
The eight-day activation delivered standout results:
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4,700+ email sign-ups, 78% net-new
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9% YoY revenue lift in participating stores (~$200K in incremental sales)
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27% increase in average order value, with a shift toward higher-tier products
Bold Orange is honored to celebrate this win with Red Wing Shoes and the full team behind the work. From concepting to flawless execution, this campaign exemplifies the power of CX-led creativity and brand purpose in action.
See all of the 2025 OMMA Award winners here.
About the OMMA Awards
Now in their 20th year, the OMMA Awards were created to honor the best in Online Media, Marketing and Advertising with 39 categories across two sections: Excellence in Online Advertising and Excellence in Media & Marketing. Whether by channel, industry sector or medium, the OMMA Awards cover every corner of the digital advertising industry.
About MediaPost
MediaPost is an integrated publishing and conference company whose mission is to provide a complete array of resources for media, marketing and advertising professionals. MediaPost is the holding company for the following entities: MediaPost.com, 30+ industry conferences and events annually across the U.S. and Europe—including the OMMA, Insider Summit, Marketing and Engage conference series—along with seven annual award shows and a suite of 50+ industry-focused email newsletters and blogs.