Boston Leverages Convention Ad Campaign to Boost City Image
The city of Boston will launch a large pre-convention ad blitz, called Celebrate Boston 2004, taking advantage of its unique position in the national spotlight. Boston is home to this Summer's Democratic national convention and permanent home of Democratic front runner John Kerry. The two biggest ad agencies are handling the work; Hill Holliday and Arnold Worldwide. Detailed campaign plans will be announced Monday but the campaign will appear both locally and nationally. For the local portion, agency services and well as media placement are being donated. Apart from media advertising, the campaign will also include many neighborhood festivals and concerts designed to distract residents from the fact that the entire city will basically be closed to them for the duration of the convention. If the Big Dig made Bostonian's commutes difficult, the Convention will render it nearly impossible. But it's all for the good of the city's national brand.
The campaign will highlight Boston's deep history including the Revolution and abolitionism as well as its position as a center of educational excellence, technological development and medical marvels. Former Boston Celtic Bill Russell will appear in ads and speak at planned campaign events. Boston Mayor Tom Menino appointed former venture capitalist Chris Gabrieli to over see the campaign's development. Boston, Hill Holliday and Arnold - this is your chance to kick ass. Don't let us down.