Breathing Light’s promotion and marketing strategy had two goals. First, to garner the attention of a large and diverse regional audience about the project and the issues surrounding vacancy. And second, to solicit participation of and provide resources to those living in the neighborhoods with the highest rates of vacancy. Accessing the project was free – anyone traversing neighborhood streets saw the illuminated buildings and participated in the experience. A robust marketing and PR campaign dove awareness and participation at neighborhood hubs and events. A project website and a widely distributed, 16-page Program Guide enhanced the visitor experience through rich content that included maps, photographs, quotes, and a calendar of events and resources for buying and redeveloping vacant properties.
Promotional
