Boston Public Market
Let’s go exploring / The Market District
Boston Public Market presented us with a challenge: to draw in both tourists and locals during the shoulder season and winter while creating a seamless connection with the Rose Kennedy Greenway.
In response, we developed a two-step solution. Initially, our focus was on launching a campaign to attract customers and encourage them to explore the diverse options and experiences at both Boston Public Market and the Greenway.
Moving into the second phase, our goal is to establish "The Market District" as a recognized neighborhood in Boston. The vicinity around Haymarket, where BPM and the Greenway are located, doesn't currently align with any specific neighborhoods like the North End, West End, or Financial District. By positioning it as a destination, we aim to boost foot traffic in the area, ultimately increasing customer spending at Boston Public Market.
Out Of Home
The Boston Public Market and Rose Kennedy Greenway are located in highly trafficked area. To capitalize on that, and potential customers immediate proximity to BPM, we wanted to brand the area and direct customers to where we wanted them to go and encourage them to explore this integrated experience.
Additionally, we advertised around Boston, both within driving and walking distance on billboards and kiosks.
Explorer’s Passport
We created a passport-like booklet to encourage people to visit as many of our vendors as possible. When visitors explored the Boston Public Market and the Greenway, vendors provided them with personalized stickers, that patrons could place in their booklets. The more stickers collected, the more reward points earned. Points were redeemable for items throughout the Market District. This activation successfully fostered meaningful interactions between customers and vendors, promoting a memorable, community-driven experience.
Guided foot path
To draw foot traffic into Boston Public Market, we created a foot path along the Rose Kennedy Greenway. We marked points of interest with directions to guide wanderer through the sprawling park and market experience.
Organic Social
We created multiple themed Instagram carousel itineraries for people to save for their next outing in Boston.
Paid Social Ads
Landing page
We've created a special landing page that brings the best of the Boston Public Market and Rose Kennedy Greenway right to your fingertips. People who spot our ads can scroll around for more information and to plan their trip.
Display Ads
We utilized display ads to target specific markets, particularly out-of-state tourists. We wanted to draw them to our landing page to implore them to add BPM and RKG to their itinerary for their next trip to Boston.
Executive Creative Director- Jen Perry
Senior Art Director- Mackenzie Waldron
Copywriter- Ted Ryan
Web Design- Jim Antonellis