The Lawn on D

Creating a Must-Visit Destination

Challenge

The Massachusetts Convention Center Authority tasked marlo marketing with driving traffic to The Lawn on D, a first-of-its-kind outdoor interactive space. Located on a 2.7 acre underutilized plot on D Street in Boston’s Innovation District, The Lawn on D was imagined as an experimental landscape designed to bring together different communities in the Boston area by offering area residents innovative programming and events.


Strategy

We began by designing all brand graphic components, including logo, website, email marketing template and all social media platforms to capture the brand’s playful, experimental philosophy. Next, we drafted all of our press materials, designed to position The Lawn on D as an innovative outdoor venue created with the goal of enlivening its surroundings while providing an outdoor destination open to all Bostonians. Following The Lawn’s formal kick off event, we continued to generate buzz and drive awareness through a variety of marketing tactics, including: aggressive, daily media outreach; management of all social media channels to inform and engage with multiple audiences; email newsletter content creation and distribution; ad/poster design; daily website calendar maintenance and updates; increased support around key placemaker events, in addition to the evergreen offerings.


Results

Within 60 days, we achieved 5,000+ Facebook, Twitter & Instagram followers. Over the project’s initial three-month period, we secured 125+ stories in a variety of media outlets, and over 30,000 visitors. The awareness we created reached even deeper than tangible statistics; it was named one of BostInno’s “50 on Fire” in arts & entertainment, and the apartments across the street began using The Lawn as a reference point in their sales materials. Over a very short time frame, The Lawn on D truly became a beloved piece of the Boston landscape and succeeded in giving this previously unknown part of Boston an identity.

As a result of our work during the initial project, we were re-hired to oversee the marketing for the 2015 winter program and again for the 2015 spring/summer initiative.

 

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