Downtown Jacksonville
Marketing a place via experiential marketing
Downtown Vision, Inc.'s mission is to build and maintain a healthy and vibrant Downtown Jacksonville community and to promote Downtown Jacksonville as an exciting place to live, work, play, and visit. They selected Burdette Ketchum to help develop an engagement campaign that would both awaken downtown users to all of downtown’s special merits and also reinforce to property owners [whose property taxes fund Downtown Vision] all of the value they as an organization bring to downtown and its stakeholders.
Burdette Ketchum developed an experiential and integrated campaign that urged Downtown visitors, workers and residents to "Explore the More." Sidewalks and structures all over downtown were covered with "thought bubbles" expressing unique stories about various locations. Underneath that campaign message was a call via a direct mailing for property owners to also "Explore The More" of all Downtown Vision, Inc. does to make downtown a desirable locale.
The buzz and media coverage following the public and direct campaigns was significant and Downtown Vision cites it as a primary factor in its increasingly positive approval ratings from its investors. Behind its new brand, Downtown Jacksonville is undergoing an exciting renaissance.