Develop a believable, engaging identity for Quincy, Massachusetts. Quincy and its bright future suffered from an identity crisis. The $1.6 billion overhaul was met with skepticism and an attitude of “why Quincy?” A clear, concise vision did not exist. SOLUTION
Develop a comprehensive social movement based on research and the indisputable facts about Quincy and its history. Engage the entire community and give Boston and the Northeastern retail and office corridor a wake-up call. Use bold and evocative words, images, sounds, and illustration. Create a memorable rallying cry: Quincy. It’s Time. RESULT
Marketing influenced attitudes and perceptions of Quincy across all audience sectors. Core investors were signed as partners.