The City of Syracuse
B2C , Non-Profit , Travel & Tourism
COVID-19 made something go missing from the streets, restaurants, shops, entertainment venues and businesses in every city of America. It was us.
For the progressive city of Syracuse, New York, the community needed a message that said, “We need all of YOU back.” So when the city lifted its lockdown, we partnered with the Downtown Committee and a group of local leaders to encourage the community to get back out there and—safely and responsibly—“Put the ‘U’ Back in Syrac_se.”
Before we go on, we recommend watching the case study video above for all the facts and feels on this project.
To continue the campaign, we had a media mix of TV, radio, outdoor, programmatic banners, a website and a series of social videos which consisted of the letter “U” being designed in more than 30 diverse ways to match the diverse community members who were holding their personalized letter.
We also gave business owners free launch kits including window clings, posters and social media support—of course stopping to indulge ourselves in the tastes, sights and smells they offered. (Name a better trade—we’ll wait.)
“Put the “U” Back in Syrac_se” was a branding effort to build consumer confidence. In addition to successfully driving traffic to local businesses, the campaign helped to demonstrate loyalty by communicating the Downtown Committee of Syracuse is working hard to support its members. The community really embraced this campaign and, as a result, now trusts the Downtown Committee as the resource to know what’s open and how to safely return to the places they love.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.