Enjoying a splash of fun on the waterfront
About this project
Client
Port of Redwood City
Services
Marketing campaign
The opportunity
The Port of Redwood City manages more than a mile of public waterfront, balancing the Port’s maritime business with waterfront recreation and public access. However, the waterfront is tucked away from the City’s commercial district, and the community is not aware of all the amenities the Port has to offer. A newly established event permit opportunity, recent art installations and picnic table upgrades provided the impetus for creating a promotional strategy that would invite visitors to enjoy the waterfront.
The approach
Team JPW created a strategic marketing plan that would position the Port of Redwood City waterfront as a vibrant and desirable destination for visitors and unique events. The campaign primarily used social media channels to drive traffic to a newly created website landing page, with the goal of converting visitors into event bookings and increasing waterfront traffic. The final campaign is a “Splash of Fun” featuring scenic images and happy visitors enjoying the local waterfront.
The solution
“Splash of Fun” campaign concept
New website landing page with interactive map
Social media strategy, graphics, post copy and implementation
Video series of (10) 15-second shorts for use on social media and web
Printed posters/flyers
Display ad suite for print and digital use
The reward
The “Splash of Fun: campaign served as the Port’s statement to the world that the waterfront is open for business in the midst of the global pandemic. The campaign invited people to the waterfront with open arms and in close collaboration with tenants’ business needs. The outreach strategy and proactive promotion of the new landing page yielded great results with an increase in traffic during the first month after launch.