MUSE Gold

2024

Bring Your Own

Entrant Company

Most Likely To

Category

Integrated Marketing - Nonprofit

Client's Name

Presidio Trust

Country / Region

United States

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

Strategy and Account Lead / Most Likley To
Joanne Rietta
Executive Creative Director/Copywriter / Most Likely To
Trent Farr
Senior Art Director / Most Likely To
Xavier Rivera
Brand Strategist / Most Likely To
Shannon Riordan
Campaign Strategist / Most Likely To
Joseph Newfield
Senior Project Manager / Most Likely To
Lakenda Wallace
Media Director / Most Likely To
Brenda Goodman
Digital & Social Media Director / FEM Marketing
Alex Moroch
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