CENTRAL PARK CONSERVANCY - CENTRAL TO THE PARK
Central Park had a problem. For years it thrived off its world renowned beauty, natural diversity, and spectacular presence. What wasn’t as renowned, was that it was also broke. Even less known was that the greater majority of the park’s budget (85%) came, not from NYC, but rather from donations to the Central Park Conservancy (CPC), the organization that actually runs the park.
So, what did we do? First, we had to let people know that the CPC existed. And, more importantly, that it was the public’s park, and we needed their help taking care of it.
Starting with a new logo and line—the first time Central Park had either in its 150 years—we built an integrated campaign that put the park back into the public’s minds and conversations. Based on clean, modern design and cheeky messaging, with a dash of guilt, each touch point reminded the world about the importance of the park in their lives while inviting them to help nurture it as if it was their own. No touch point was ignored—signage, maps, uniforms, vehicle wraps, even the toilet paper in Belvedere Castle.
The result? Fundraising to the CPC exploded 400+% in each of the next three years. And the park has run on a budget surplus since.
SOCIAL
LAUNCH NIGHT
Mayor Bloomberg even lit up ESB the night of the campaign's launch.
