The Client: First Night New Jersey
The Challenge: Promote a local message with a statewide campaign
The Solution: Create flexible materials that can be adapted for the needs of very different communities.

First Night New Jersey, a group of 23 towns, who host New Year’s Eve events, each had very different demographics, budgets and skills. So how did we create a promotion that worked for everyone?

The promotion was conducted on two fronts: We implemented it Statewide, and 23 member groups implemented it locally.

We created a logo, a website, a media kit and individual promotional pieces. We held a press conference with the Governor, and cross-marketed with other organizations. We created ads that could be used by the towns in local papers, on billboards, in movie theaters, on local television and in places unique to each town.

The promotion worked because it was easy for anyone to use. Each chapter received the materials, and they could be customized for their town by themselves, or by us.