This study undertook a deconstructive appraisal of the Destination Akwa Ibom campaign and its role in promoting Arise Park and the Godswill Akpabio Stadium in Akwa Ibom State, Nigeria. The study was motivated by concerns about the extent to which promotional activities create public awareness, shape perceptions and encourage engagement with the two facilities. The study adopted a qualitative research design and relied on in-depth interviews with 19 participants selected through snowball sampling. Data obtained from the interviews were analysed thematically, with recurring themes identified across the five research questions and supported with frequency counts and percentages. The study was anchored on Media Richness Theory and complemented by Management by Objectives Theory. Findings indicated that the campaign employs a combination of traditional and digital communication channels, although digital and visual media were more prominent in audience engagement. The findings further showed relatively high public awareness of the two facilities, while positive perception was comparatively lower. Media richness and communication effectiveness were identified as important aspects of the campaign, but audience interaction and feedback remained areas requiring improvement. The study also identified communication and media related challenges, institutional and coordination issues, and operational and sustainability concerns. Participants identified integrated digital marketing and audience targeting, stakeholder participation and strategic partnerships, and systematic monitoring and evaluation as key strategies for improving campaign effectiveness. The study concludes that the Destination Akwa Ibom campaign has contributed to the visibility of Arise Park and the Governor Akpabio Stadium but requires more consistent, interactive and strategically coordinated communication to convert awareness into sustained engagement and patronage.

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