Client: Arlington Economic Development
Job: Create an image of Arlington as a vibrant, well-educated, diverse and interesting place to work.
Agency: The Big Idea
Theme: Arlington is a location that exemplifies and specializes in diversity, innovation, science, research, and technology.
The Concept: In Arlington, scientific and technology organizations thrive on the vitality of the region’s most creative and educated work force. These visionary, innovative and diversely talented thinkers and doers have energized Arlington’s growth into a world-class urban community.
The Plan: Using a variety of media including ads in Metro stations and trains, as well as print ads in national magazines, the Think Arlington campaign uses as its tag line: “Brain power, Arlington’s Alternative Energy.” It’s a twist on a common phrase and concept that are now at the top of people’s minds.
The campaign positions Arlington as the “alternative” to other high-tech/research locations, such as Boston and Silicon Valley, nationally, and the Interstate 270 corridor, locally. It highlights Arlington’s well-educated and diverse population, a positive draw for business and one key to Arlington’s success, and focuses on the “company that you keep” concept and access to great minds.
Creative Team: The Big Idea, led by Mary Duncan and Arlington Economic Development communications staff, led by AEDs director Terry Holzheimer.
Background: Established in 1991, The Big Idea Inc. is a full-service creative services team specializing in the development and production of advertising, marketing and corporate communications materials.
