MARKETING THAT MULTIPLIES^™

Greater Baltimore Alliance
To entice businesses to Baltimore, we wanted to turn the population of the entire city into brand advocates. So we got them talking about why they loved Baltimore. Teaser billboards asked, "Why do you live here?" They were followed by billboards that answered the question: "Two words: steamed crabs"... "It's the neighborhoods"... "Weekends in O[cean] C[ity]"... and more. Soon local news networks started covering the mystery billboards, neighborhoods like Bolton Hill and Hampden began putting up their own answering signs, and the campaign garnered national attention. By starting the conversation and by getting residents to "build their own ad," the city's sense of itself was transformed.

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