Hub Strategy and the Monterey Bay Aquarium take a different tack in new campaign

 

By thesanfranciscoegotist / /

Hub Strategy and Communication and the Monterey Bay Aquarium kicked off their second integrated campaign of their partnership this week with a digital and out of home campaign focused on the Aquarium’s conservation and science efforts.

Aquariums traditionally have a more “ticket sales” focused approach to advertising that highlights the experience of visiting. This campaign, however, speaks to several conservation initiatives that the Aquarium is engaged in, encourages people to think about their choices and join in the Aquarium’s efforts.

“Monterey Bay Aquarium helps people better understand the wonders of the ocean and how they can protect it,” said Mimi Hahn, Chief Marketing Officer of the Monterey Bay Aquarium. “We hope this campaign makes people smile and inspires them to take action.”

“Instead of focusing their ad campaign on short term things like driving ticket sales, the folks at the Aquarium are taking a longer view and inviting people to join them in making real change protecting our planet”, said D.J. O’Neil, CEO and Creative Director of Hub. “Very few organizations think this way and I really admire it.”

The outdoor campaign will run through August and consists of two BART dominations (24thStreet Station and Civic Center Station), three VTA Lightrail Station dominations (Mountain View, Diridon and Great America/Levi Stations), VTA Bus Kings, SFMTA Light Rails and buses, Cable car takeovers (Powell & California Lines), a Moscone garage window and 4th & King CalTrain station digital units. A digital video and display campaign will run concurrently.

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