Clever, "Locals-Only" Billboard Campaign for Bellefontaine Cemetery - @TOKYbd
TOKY is in the midst of rebranding Bellefontaine Cemetery, a tranquil and nationally unique 314-acre site in St. Louis dating back to 1849. While our research evidenced regional knowledge of Bellefontaine as a cemetery with history, few seemed to understand that the destination is a full-fledged (and indeed accredited) arboretum, with more than 4,000 trees representing over 100 species, and historically notable architecture and sculpture. Considering these offerings sit within an exceptional rolling landscape, Bellefontaine has the potential to be considered one of the region’s great outdoor destinations.
Our team concepted, wrote, and designed a series of five outdoor boards — seen throughout the St. Louis region — that presents the storied organization as a destination that rightly belongs on the Must Visit list of any local or visitor.
Our friends at Bellefontaine told us that the very first Saturday after the boards went up, attendance jumped significantly, with some late-comers even showing up at the gates in the late afternoon, hoping to make it in before closing.
We don't really need to explain to you as to why this campaign is spot-on and perfect. We think that this kind of advertising wink to an under-appreciated local landmark (while still referencing the other major landmarks in the area) do more for increasing our positive self image than video overviews.
Well done yet again, Toky.
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