Not What You Expect
Campaign for the Philadelphia Navy Yard
A campaign that aims to attract visitors, potential businesses, and employees to the Navy Yard of Philadelphia. By showing the “before” of the Navy Yard- through historical photos as most people assume it to be, and then putting it in contrast with the “after”-as it is now - the campaign redefines the identity of the Navy Yard in the minds of those unfamiliar with how it has changed over time. The Philadelphia Navy Yard is not what you'd expect.
The Campaign
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Out of Home Transit Ads
Out of home posters use lenticular printing, which allows for the image to change as the viewer's perspective changes. Provides insight into the transition of the Philadelphia Navy Yard from a literal naval yard -to a desirable workplace and leisure spot; while also showcasing the important history that has been preserved over time.
POSTER B
POSTER/BILLBOARD C
Direct Mail Postcards
Postcards use the same lenticular printing technique, aiming to contradict current ideas about the Philadelphia Navy Yard among Philly residents.
BACK OF POSTCARD
Paid Social
The biggest complaint among most people for why they won't take the time to check out the Navy Yard is because of difficulty getting there.
A partnership with Lyft for a social campaign offering a "free ride" to the Navy Yard for local Philly residents provides a low risk opportunity for people to see what the Navy Yard has to offer, and increases the chances that they might return.
