The Downtown Boston Business Improvement District has launched a new campaign designed to welcome back visitors and increase foot traffic to the heart of Boston.
The "It’s Time" campaign coincides with the organization’s 10th anniversary. Using OOH advertising, PR, social media and other channels, the campaign ushers in returning guests to retail shops, restaurants and bars, bookstores, hotels and other establishments to the Boston downtown area.
The BID notes that nearly 80% of ground-floor retailers and 65% of restaurants in the area have reopened. The group also reports an 111% increase in foot traffic since December 2020.
The creative is produced and executed by Ronin Advertising. Glodow Nead Communications leads the national and local public relations efforts.
Ronin’s social media program includes posts and videos featuring Downtown’s “BID Ambassadors” as they conduct their daily duties and anticipate the return of shoppers, diners, office workers, students and visitors from around the world. The organic and paid social media program evolves to feature BID-area business spotlights, weekly drop-in promotions and user-generated content to invite and encourage people to return to all they have missed about Downtown Boston. With multiple colleges in the BID area, there will also be a hyper-targeted campaign designed specifically to engage students returning to the classroom this fall.