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Metro Parks Tacoma
“It’s so close” Campaign

       

Opportunity
The “It’s So Close” campaign was launched during the period of escalating fuel prices and declining leisure travel. Our objective was to create awareness of Northwest Trek as a natural destination that was within a short drive for residents of King and Pierce counties.

The park’s structure is set up as such that it does truly allow you to be very close to the wildlife, whether it is the natural looking enclosures or on the tram trails. The concept plays on both ideas of being close, as well as being a motivator to get people out of the house at a time when more people were staying at home.

Execution
Development of campaign branding and messaging
Print advertising for newspaper and magazine
Outdoor advertising
Posters and banners
Rack cards
Scriptwriting for television and radio spots and coordination with producer.

Results
The creative development and execution was completed in 8 weeks and the campaign was implemented during the summer of 2008. Due to the success of the campaign and the ongoing relevance of the creative and messaging, the campaign continued to run across various media into the Fall and Winter months.

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