» Client: Washington, D.C., Convention & Tourism Corp.
» Job: Develop and execute a guerilla marketing campaign that will raise awareness of the D.C. tourism bureau’s latest citywide promotion, “Washington, D.C., Celebrates American Originals,” in New York City — the region’s top feeder market.
» Agency: GoGORILLA Media in New York City
» Theme: Creativity. The centerpiece of “American Originals” was the opening of the National Portrait Gallery and the Smithsonian American Art Museum. With that in mind, GoGORILLA designed several unique events to play up the artistic side of the District.
» The concept: Rather than traditional ad buys, GoGORILLA started a buzz about the District with its art-focused guerilla marketing techniques. For example, artists stationed in high-traffic areas of New York City painted famous D.C. landscapes on oversized canvases. “Brand ambassadors” handed out brochures and postcards directing consumers to AmericanOriginalsDC.com, where they could learn more about the promotion and enter a “Paint Your Picture Perfect DC Weekend” sweepstakes. In addition, the firm distributed 10,000 dollar bills with the message “He’s better in Color” and an arrow pointing to George Washington. The message continued, “See George and many other American Originals on display in Washington, D.C.’s museums this summer,” along with AmericanOriginalsDC.com.
» The plan: GoGORILLA’s landscape artists, along with caricature artists, painted in New York City on July 22 and 23. The dollar bills were put into circulation in July. The campaign was meant to pique New Yorkers’ interest and get them to the Web site to learn more about the museum openings and the citywide promotion, which also included hotel deals, restaurant discounts and various events throughout the city this summer.
» Background: GoGORILLA Media specializes in guerilla marketing techniques, delivering messages when the consumer is least expecting it. The firm was founded 10 years ago and has since done campaigns in more than 50 markets and 5,000 venues for clients such as Snapple, ABC’s “The Bachelor,” XM Satellite and Nickelodeon.
» Working on next: Ongoing campaigns for multiple clients. Since much of the marketing work is under the radar, GoGORILLA doesn’t typically discuss upcoming campaigns.
