Summer Just Got Better Campaign
Pier 62: A Place for Community
With Seattle’s Pier 62 open for its second summer, Friends of Waterfront Seattle (FOWS) had a goal of bringing people, especially locals, to enjoy the re-opened space and enjoy the bounty of activities and breathtaking views. For years, the Seattle waterfront had felt inaccessible to locals, from construction, to parking, to the perception that the waterfront was “just for tourists”.
We partnered with FOWS to create a marketing campaign with activations across social, digital, outdoor, and community media to remind locals that the Seattle waterfront is not only a place for tourists to visit, but a consistently engaging spot for home-towners as well. The campaign was designed to be anchor in their ongoing work to help locals regularly think of Pier 62 with pride, as a place that’s always got something exciting happening, easily accessible through public transit.
The Campaign
The campaign was launched in eight languages in digital and outdoor placements as well as social ads. Ad placements across radio and community media included Seattle Gay News, Seattle Gay Scene, NW Vietnamese News, and KXPA and KKNW Radio. Overall, 8,104,007 impressions were served driving more that 59,673 clicks to their website over three months.
After launching the campaign, we worked on an ongoing basis with the FOWS, supporting social media strategy and content development, developing strategies for new programs and activities, and supporting graphic design needs across different areas of work.
