marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Case Study: Boston Winter at City Hall Plaza

Overview

A collaboration between the City of Boston and Boston Garden Development Corp, ‘Boston Winter presented by Berkshire Bank’ in 2016 was the first season of a planned year-round activation conceived as a part of Mayor Martin J. Walsh’s commitment to creating an active, vibrant and welcoming City Hall Plaza. The new Boston Winter concept combined an open-air European-style holiday market with a craft brew pub, a family-friendly ‘warming hut’ serving hot chocolate and snacks, all encircled by a lighted skating rink that opened at dusk, creating an unforgettably magical experience in the heart of downtown Boston.

Assignment

  • Conceptualize, design and produce all brand graphic components, including logo and website.
  • Introduce Bostonians to the concept, positioned as an exciting new destination offering community and unique activities at City Hall.
  • Develop and manage social media platform identities and engagement, capturing the brand’s inviting and festive voice, tone and philosophy.
  • Drive buzz and generate consistent traffic from opening day in mid-December throughout the ‘unholiday’ cold months of January and February.

Strategy

  • Execute a creative, aggressive pre-launch, launch, and post-launch media outreach plan to inform and engage with potential visitors throughout the Greater Boston prime target area.
  • Identify multiple audience targets and create messaging and angles for media covering Family and Parenting; Holiday Gifts and Shopping; New England and Mid-Atlantic tourism; skating and sports; Date Nights.
  • Initiate an ongoing 24/7 social media plan with content sourced by marlo staff embedded on site every day and evening throughout the critical December launch period, capturing, posting and re-posting photos, positive reviews and ongoing customer engagement across all channels.
  • Drive traffic to the rink after the December holiday season by creating an ongoing calendar of special events, skating classes, social events and entertainment offers.

Results

CaseStudyIcons Attendees 02

100,000 visitors to Boston Winter in Season 1, surpassing attendance goal

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Grew social following across Facebook, Instagram, and Twitter from zero to nearly 10,000 across all three channels in less than three months

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98,751 people visited/checked into Boston Winter on Facebook

CaseStudyIcons SocialAdsPosts 11

#BostonWinter was used 13,039 times on Instagram

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500+ stories across local and national media outlets generated 1billion+ media impressions