Revitalizing Market East

CHALLENGE

As part of the revitalization of Market East corridor, we were challenged to create positive buzz around the unveiling of the largest digital LED signage in the Mid-Atlantic region as well as promote the building on which it’s installed, the historic Lits Building, which has both retail and office space available for lease.

STRATEGY

Knowing that the signage would generate a lot of interest, both positive and negative, Maven created messaging that spoke both to the transformation of Market East as well as to the Lits Building, which recently underwent extensive renovations. An official “Lighting of the Lits” event was scheduled at dusk and local dignitaries were invited to speak about the revitalization of the area. In-person media interviews were granted ahead of the official unveiling event, giving reporters a chance to see the renovated interior of the building, in addition to seeing the signage before it was illuminated.

RESULTS

The “Lighting of the Lits” event drew a huge crowd on Market Street and was covered by every major local media outlet as well as multiple real estate and community blogs. The coverage was overwhelmingly positive for both the signage and the Lits Building.

 

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