With the closure of a main thoroughfare looming in traffic-clogged Seattle, WA, the Downtown Seattle Association launched a campaign aimed at turning traffic jams into an opportunity to miss the rush and enjoy the evening in the city center instead.
The #WhyRushHour campaign allowed the Association to highlight two urban parks it manages and fills with activities and food trucks. Also highlighted were two notable local chefs with a high enough recognition factor to become the “face” of the campaign.
“The campaign took restaurateurs Tom Douglas and Thierry Rautureau over to Westlake Park in the heart of downtown,” says James Sido, senior manager of media relations and issues with the Association.
With the help of a creative firm which is a BID member, “we staged seven different short videos that had them doing any number of things in the park, like playing ping pong, corn hole toss, sitting and chatting at the tables and chairs, and ordering from a food truck — which was pretty funny, because they are these renowned chefs.”
The 20-second videos were pushed out via social media. The campaign also included still shots of the duo enjoying the urban park, a radio ad campaign, and more. Downtown businesses were encouraged to get involved in the campaign by offering specials and products themed around the closure. “And it was all framed around the idea that there was no reason for doom and gloom while the Viaduct was closed; instead, enjoy downtown,” says Sido.
The full article appeared in our print edition. To always get the full story, read Downtown Idea Exchange.
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