City of Wilmington
Situation
The City of Wilmington, Delaware, needed a marketing campaign to breathe life into its tourism, economic development and new residential efforts, while rebranding the town with an exciting and engaging personality.
Strategy
AB&C developed a campaign that played off of the “in” within the city’s name. Our tagline, “Wilmington: in the middle of it all,” refers not only to Wilmington’s advantageous location on the East Coast, but also to being immersed in the city’s exciting offerings.
Execution
The campaign relied on traditional media including print, billboard, radio, TV, web and transit signage to spread awareness. Extensive merchandising and a campaign launch event also aimed at generating excitement.
Results
The City of Wilmington has a new brand — and buy-in from all of the key stakeholders. Community organizations use the brand in their own marketing. People have been seen wearing “in the middle of it all” T-shirts in Italy, Venezuela and Germany.