Bishop’s Landing needed a way to promote their free summer concert, featuring a fantastic lineup of artists playing every weekend for 10 weeks straight. With the sheer volume of activities in Downtown Halifax in the summer, this proved challenging.
Inspired by the vintage posters of the 1940s, the campaign promoted Bishop’s Landing as the only place in Downtown Halifax that offered unique, free live music, and great high-end delights. Ambient media was also employed in the form of “Parking Tickets” placed on the cars that had already found parking near the event area. This encouraged those already in the area to stop by, emphasizing that, as the concert was free, there was no need for a ticket.
The summer concert series enjoyed its largest attendance numbers since the inception of the annual concerts. The ads were also featured on AdsoftheWorld.com, a website which touts itself as “an advertising archive and community showcasing the best and most interesting work worldwide.”