SEATTLE CHANNEL

PROJECT ROLE

Design & Art Direction
Theme Development
Concept Development

PROJECT Deliverables

Campaign Narrative & Theme
Creative Concepts
30/15 sec. TV spots
Pre-roll
Digital Marketing
Traditional Advertising
Media Plan

It's Not What You Think – Campaign

Seattle Channel needed an awareness campaign to introducing their content to new audiences while establishing a clear and differentiated identity and market position. Working with the project team as Design Director I was to develop and art direct concepts focused on what many might find unexpected—that Seattle Channel produces some of the most quality, original, and award-winning content about civic and cultural life in Seattle you can find. The campaign spots were designed in collaboration with Seattle Channels production and editing team. The campaign has been very successful since the pilot and has been run and expanded upon in three separate occasions.

This project (television spot) was nominated for a local Emmy.

30 second tv spot / Emmy Nominated

The :30 “It’s Not What You Think” television spot, which ran for eight weeks on 12 networks including Comedy Central, CNN, MSNBC, and ESPN, was nominated for a Northwest Regional Emmy Award in the Promotional Campaign category.

targeted PRINT ADS

Print ads were developed to target specific publications with different connections to our target audiences. These three focused on the unstoppable, untapped and unpredictable force of the arts.

Targeted digital

n addition to traditional advertising we targeted current and prospective audience members based on interest and geography. We used a combination of search, display and facebook ads to reach our audiences. Seattle Channel saw a 150% uptick in visits to their website as a result.

traditional Outdoor & guerrilla marketing

Traditional outdoor advertising coupled with wheat pasting and other guerrilla marketing efforts accompanied the television and digital campaigns saturating the seattle market with all things Seattle Channel.