When the Strathcona Business Improvement Association contacted us, their goal was to alter the poor public perception of the neighborhood. Its reputation had been tarnished by ongoing negative press- a result of it being part of Vancouver’s downtown east side. So we had the very difficult task of finding an effective way to reshape the public’s impression of the area.
Using proprietary research, we identified specific values and cultural aspects that the public would connect with. With this messaging hierarchy in place, we developed and promoted a new brand expression and brand spirit, anchored by the campaign line “Made in Strathcona”. A targeted media mix including radio, digital, and even colourful street banners in Strathcona highlighted the hip eateries, young micro breweries and renown manufacturers that make Strathcona their home. Together, they deflected the undeserved negativity and nurtured local pride.
We educated greater Vancouver about the thriving businesses ‘making it’ in Strathcona, upgrading the neighbourhood’s perception and catching the eye of several Vancouver media outlets. Made in Strathcona earned over 15 million impressions from 30 different television, print, and digital media channels. We’re doubly proud of this result, as it is our neighbourhood too.