2024
Entrant Company
Category
Client's Name
Country / Region
In 2023, the Presidio, a spectacular National Park located in San Francisco, embarked on a campaign to increase visitation from Bay Area residents—in particular those residents who have never visited and who have been an historically underrepresented presence in national parks. The objective was to promote a sense of belonging, delivering on the Park mission to provide national park experiences for all.
To ensure that our campaign would effectively challenge dated perceptions and better reflect the diversity of people and interests within our communities, we engaged community partners and leaders, an outdoor equity consultant, and stakeholders of the Park. At the end of our discovery process, we decided to strategically “flip the script” on traditional National Park messaging and put the emphasis on what our unique visitors contribute to the park experience, rather than focusing solely on the benefits of the park itself.
The resulting campaign showcased the visitors as much as the natural environment, driven by the inclusive invitation to “Bring Your Own” personality, culture, and interests to the Park.
Credits
Entrant Company
SunnySideUp
Category
Strategic Program - Employee Relations
Country / Region
Australia
Entrant Company
Rocket Mortgage
Category
Audio - Podcast
Country / Region
United States
Entrant Company
Orange Media Group
Category
Video - Food & Beverage
Country / Region
United States
Entrant Company
Casual
Category
Video - Recruitment
Country / Region
Hong Kong SAR