A Creative Advertising Campaign for RE:NewHaven
This campaign theme was an almost obvious choice from the beginning. Our client consistently used the words “reconsider, renovation, and reimbursement” to describe their programs and their objectives. Hearing the words didn’t prompt the idea, but looking at them on paper revealed the pattern, and a long list of relevant words that led to the campaign theme: RE: New Haven – Regarding New Haven. In fact, a quick search revealed 4,000 re-words. Given the myriad choices, our challenge was to limit our use so as not to lose the point of the message by being self-serving. Knowing when and what to edit is just as important as creating the content in the first place.
The Re:New Haven brand entices young professionals to re:consider buying a home in New Haven, re:novate their home in New Haven, and to receive re:imbursement for college tuition.
Our campaign resonated with the public and sparked renewed interest in New Haven as place to live, evidenced by a 230% increase in site traffic, with a 223% conversion rate.