Job: To get more people in the Washington area to consider living in Baltimore.
Agency: R2i, offices in Falls Church and Baltimore.
Theme: “Live Baltimore”
The Concept: Sell Baltimore as a more affordable alternative to living in the Washington area where you get more space for less money and a better quality of life.
Highlight the entertainment, retail, sports and attractions around the Inner Harbor. Point out that public transportation has improved and that the commute from Baltimore to the District is getting easier.
The Plan: Staying within a $1 million budget, sell commuters on the idea of Baltimore as a realistic alternative for people who work in the D.C. area.
Use a variety of media, including billboards in Metro stations and ads in print publications, and explore advertising in other mediums, including television and radio. Also work with the Web site, www.livebaltimore.com, to develop it as a source of information about living in Baltimore.
What’s Next: Grassroots, “guerrilla” marketing. Outreach through blast e-mails. Seeking partnerships with other organizations with Baltimore roots.
Creative Team: Anna Custer, executive director, and Teresa Stephens, marketing director.
Background: Live Baltimore is a 10-year-old nonprofit organization. The organization, which receives financial support from Baltimore City, is the only group that promotes residential investment in the city.
