Ready.Set.Philly!
develop a campaign to get suburbanites back post-covid
A post-pandemic world was once something we could only imagine, but as the City prepared its COVID response it wanted to have a sound strategy to ensure regular-commuters-turned-WFHers would get back once it was safe. Coming off of our FIFA work, the same city organizations (e.g., City of Philadelphia, PHL Convention & Visitors Bureau, Chamber of Commerce, etc.) sought out Athena to develop the full brand strategy and messaging in the form of traditional print, OOH, and digital advertising.
the brand & campaign components
LOGO DEVELOPMENT.
While the program had an initial name selected, my team developed an in-depth name and logo study, filtered the list down to three finalists, and pitched all of the key brand elements to the decision makers.
MESSAGING framework & guidelines.
Based on research and anecdotes from the program team, we identified the top five audiences we would need to appeal to and built a messaging strategy to reach each (while remaining consistent with the overarching brand).
CAMPAIGN CREATIVE.
Once the brand elements and strategy were approved, we worked in close partnership with Philly-based media buying, social media, event planning, and web agencies to execute the campaign.