It’s Time

The Ask: The city of Wilmington has seen tremendous growth recently—a restored historic downtown, a surge of financial institutions moving in, a thriving arts scene and more. But those wins always seem to get eclipsed by past negative press. So, the mayor’s office tasked us with creating a campaign that could change what millennials and small business owners think about living and working in Wilmington.

The Process: What we came up with was the “It’s Time” tagline—something that spoke to how now is the moment for others to see Wilmington in a new and more promising light. We did this not by glossing over Wilmington’s rough patches, but by acknowledging those issues and speaking to how much progress the community has made by rallying together. And, we made sure to mention the heart and soul of Wilmington: the world-renowned gardens, hundreds of miles of hiking trails, its central location to both Philly and NYC—plus, the whole no sales tax thing.

The Outcome: Using the tagline and concept, we built out billboards and a print ad while our partner agency designed a website and video for a special launch attended by Governor John Carney.

Client: City of Wilmington

What I Wrote: campaign concepts, billboards