CASE STUDIES
Bermuda
"FEEL THE LOVE"
The “Feel the Love” campaign was devised to promote the island as a year-round destination with three core drivers: the Beach and Sizzle season, the Golf & Spa season and Events.
An integrated strategy folded in several other important components to broaden the reach of the campaign, including highly selective media placement, breakthrough creative, targeted special events, and agency partnerships that insured seamless execution. An events strategy was created that re-branded the island’s signature event, the Bermuda Music Festival. Partnering with a popular radio host, ticket sales increased by more than 200% over the previous year. The strategy integrated all agency partners, including the sales and marketing departments and groups and incentive travel teams, and unified messaging across all consumer touch points including working directly with airline marketing representatives to drive down the cost of traveling to the island.
The Bermuda Department of Tourism (BDOT) reported a record breaking third quarter in receipts of about $55 million. In the first three quarters of 2006, air and cruise passengers to the island surpassed the half million mark, which had not been done since 1987.
The campaign focused internationally to travelers in the United States, the United Kingdom and Canada.
Strategic planning, public affairs counsel and management in support of Columbia University’s proposed Manhattanville campus, an ambitious 30 year expansion in New York City’s historic West Harlem.
Serving as “campaign manager,” we provided Columbia’s Government Relations and Communications Departments with counsel, strategy and management with respect to community benefit agreements with community boards, the Universal Land Use Review Process and Environmental Impact Statement review.
We also provided interdisciplinary counsel and management that enlisted the university’s internal and external constituencies in support of the Manhattanville expansion, including community residents, local businesses, elected officials, faculty, administrators and alumni.
Columbia University
"COLUMBIA PEOPLE"
Business development and expansion of EcoMedia’s signature national program, EcoZone™. The EcoZone™ business model partners local governments with environmentally-minded corporations to raise funds for comprehensive environmental programs including storm water mitigation, energy conservation, air quality improvement and greening projects through innovative multi media public service advertising campaigns - at no expense to local taxpayers.
As agency of record, we worked closely with EcoMedia on all aspects of its operations, including market development, product refinement, pricing, corporate strategy and branding. In tandem with EcoMedia, we executed the business plan by collaborating with mayors of leading cities, pioneering new forms of out-of-home media, partnering with state and federal environmental agencies and finally, enlisting Fortune 500 companies as corporate sponsors.
EcoMedia
"ECOMEDIA"
Collective
"LIFE IS BUT A SCREEN"
Creative concepting, production, media strategy, and end-to-end campaign management of a multi-screen brand awareness campaign for Collective, a data-driven advertising technology company. The campaign was designed to target CMOs, marketers and media across the largest metropolitan markets in the United States with approachable, catchy messaging around Collective’s multi-screen offering for brands seeking coordinated consumer engagement in today’s fragmented digital age.
Creative executions included a 30 second television ad featuring an original jingle, a 15 second digital video pre-roll, digital advertising across desktop and mobile, sponsored social media ads, print ads in marketing and business industry publications, and out-of-home placements including billboards, phone booths, subway entrances, airports and major metro railways.