Overview.
As Boston's most visited tourist destination in the spring and summer months, Faneuil Hall Marketplace is not often perceived by locals or travelers as a winter destination. This presented a fun creative challenge that Trinity was ready to meet.
Potential.
Faneuil Hall Marketplace typically enjoys over 12 million visitors annually. However, the bulk of visitor traffic occurs between April and October, with far less traffic during the busy holiday season. As such, they asked Trinity to help prepare a campaign that distinguishes FHM as the holiday shopping, dining and entertainment destination in Boston. FHM features a wide variety of local and national retailers and unique dining options. It also boasts the largest holiday tree in New England, complete with over 80,000 lights and will also feature a Winter Ice Rink starting in January. The goal was to drive consumer traffic by reminding people of all the great reasons to visit the marketplace, in any season.
Realized.
Leveraging FHM’s new identity system, Trinity created a look and feel for a campaign that was unique, non-traditional, flexible enough to resonate with all audiences and could carry a range of different messages. "Any Season. Many Reasons" helps consumers understand that regardless of the time of the year, there is always a good reason to visit Faneuil Hall. The colors used in the layouts were intentionally chosen to stand out from the traditional reds and greens of the holiday season. The illustrative approach allows us to play with the FHM logo and shine the light on various aspects of the marketplace (i.e. holiday tree, ice rink, shopping and dining). The campaign launched in late November via select bus shelters and street furniture locations within Boston and is also scheduled to run throughout December in Boston’s Metro newspaper and online at Boston.com.
Work.
Click on any thumbnail below to see a larger image.
Street Furniture and Bus Shelters
Pictures of Live Advertising
Online Advertising
Print Advertising
