Downtown is on Fire

Downtown is on Fire

It Starts with a Spark The Downtown Marketing Collaborative was formed to help raise awareness about Downtown Jacksonville, Florida. It is a common misconception in the city that this area is unsafe, inactive, and inconvenient, and they needed a campaign to help change the public’s mind. Downtown is on Fire was created to help reimagine the city’s image. It has a subtle reference to the great fire of 1901, which nearly wiped the city off the map. But instead, it came back stronger, rising from the ashes. This kind of powerful imagery is what the campaign focused on. The identity began with a small flame icon, then expanded into a variety of entertaining headlines. The fire puns were seemingly endless, and we had a lot of fun seeing how far we could push the brand. A major component of this campaign was guerrilla marketing, which meant we got to dream up unconventional ways to introduce this concept to the public. I oversaw the copywriting and design for projects such as sidewalk vinyls, large-scale building vinyls, avenue banners, stickers, coasters, and more. A major goal for this campaign was to boost traffic and discussion on the Downtown is on Fire Facebook page. The DMC ran a previous campaign which garnered about 4,000 page likes. Within the first month of the rollout, the number spiked to 12,000. Now, two years later, the page has almost 22,500 page likes and has become a major hub for news and discussion about the Downtown area. The Website The website component was important for this campaign, since the Downtown Marketing Collaborative wanted to create a comprehensive...