Mower earned recognition for a memorable series of print and out-of-home creative placements that pay tribute to Boston’s most notable landmarks.
NEW YORK—June 13, 2022— Mower, one of the country’s top independent marketing, advertising and public relations agencies, received an award in the “Street Stoppers” category in The Advertising Club’s 61st annual Hatch Awards. The agency was awarded for a creative campaign executed for a Boston-based client, the Freedom Trail Foundation.
The campaign, titled “More Boston,” featured various Boston icons commonly associated with the city to help the Freedom Trail Foundation come back strong following the pandemic. The creative appeared on 30 bus shelters throughout the city, in local publications and visitor guides, and on rack cards and social media in a successful effort to get tourists talking about and visiting the famed Freedom Trail.
“As tourists return to Boston, we knew it was critical to get people back on the Freedom Trail, which frames the stories of America in an inclusive, entertaining and contemporary way,” said Mark O’Toole, who heads Mower’s Boston office as market leader. “Our team created the campaign to remind tourists about all that Boston has to offer and the joys of an immersive tourism experience on the Freedom Trail.”
The Hatch Awards are a distinguished annual awards program for New England-based creative branding and marketing work. Other winning work this year included campaigns for brands such as Amtrak, Bank of America and Major League Baseball, Boston Medical Center, the Boston Red Sox and Nike, Ocean Spray, PUMA, Toyota, Titleist and Under Armour.
About Mower’s winning print and out-of-home campaign, “More Boston,” for Freedom Trial Foundation:
There are many icons with which people associate the city of Boston. Baseball. Baked beans. The Charles River. Distinct accents. But more than anything else, Boston is known as the birthplace of America. It’s no wonder the Freedom Trail is historically Boston’s most-visited attraction.
To help our client come back strong after the first year of the pandemic—the Freedom Trail Foundation was restarting its guided, costumed tours after 18 months of no tours—we got the word out that a trip to Boston without a trip to the Freedom Trail is no trip to Boston at all. The campaign appeared on 30 bus shelters throughout the city, local publications and visitor guides, rack cards and social media. Huzzah!
And, best of all, even with limited capacity and a tour schedule significantly reduced as compared to pre-pandemic tour sizes, tourists came back for “More Boston,” using the Freedom Trail as a gateway to explore the city, its historic sites and other attractions, and local merchants. Travelers came from Boston’s neighborhoods, the regional drive market and from throughout America to once again explore the Freedom Trail’s unique, entertaining and informative celebration of Boston and the American Revolution. Tours regularly sold out and historic sites were often at capacity.
In a divisive time in America, the campaign got more people visiting and talking about the Freedom Trail and freedom in America. What’s more Boston than that?
Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff concentrated in New York City, Chicago, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.