Work Samples Prepared for: Diamond Creek
Hospitality & Development
City of Boston
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City of Boston
Situation
Downtown Crossing is the hub of Boston, where T lines filter in and out and more than 230,000 people walk its streets each day, from those seeking the green of the Common to the green-chasers of the Financial District, the tourists of Faneuil Hall to the aristocrats of Beacon Hill. It had been known for decades as Boston’s shopping district, where entire families would scour the racks at stores such as Filene’s Basement. But with the rise of the suburban shopping mall, that downtown activity had all but ground to a halt, and many of those hundreds of thousands of pedestrians found themselves simply passing through. To some, hiring a marketing firm to take on the role traditionally held by urban planners may seem unconventional, but our expertise in branding helped uncover the essential truths inherent in the neighborhood, ultimately leading to a cohesive articulation of what the new vision for Downtown Crossing really should be.
Solution
After unveiling that vision at a press conference alongside Mayor Thomas Menino, we set to work on giving the city’s key stakeholders the tools they would need to help make the vision a reality and attract the right mix of retailers to the area — those who would ultimately become the catalysts for change in a reinvigorated Downtown Crossing.
Results
Downtown Crossing successfully implemented a business improvement district — a first of its kind in Boston — and has attracted more than $2.4 billion in capital investments.
Marriott International x Mercedes-AMG Petronas F1
University of Virginia
"Living Idealism"
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University of Virginia
Situation
The nation’s first public university, the University of Virginia has played an integral role in the evolution of public education in the United States. Thomas Jefferson architected a new model for higher education, and the Academical Village—designed to create cross-disciplinary exchange—was positioned at the center of it all. For 200 years since, UVA has fulfilled its cinematic origin story as a heavy-hitting research institution, ranked #4 among publics, with 11 prestigious schools, a comprehensive health system, and top athletics programs. But the legend of Jefferson and UVA’s museum-like traditions were overpowering stories of ingenuity and innovation, compromising relevancy.
So in 2014, in the lead-up to the launch of its Bicentennial Commemoration and its largest-ever comprehensive campaign, UVA engaged 160over90 to redefine, reanimate, and future-proof the UVA brand.
Solution
To combat UVA’s historical reliance but honor its great legacy, 160over90 adjusted the narrative from Jefferson himself to the timeless ideals he espoused. The resulting brand platform, “Living Idealism,” draws on the past while always looking to the future, reflecting the endless pursuits of the community and demonstrating a continued commitment to excellence, ingenuity, and leadership throughout UVA’s third century.
Themes of collaboration, experimentation, and constant evolution were explored via print, digital, TV, radio, social, and high-visibility out-of-home placements. We’ve worked to reposition the incredibly iconic Rotunda from a monument to a bulldozer, honoring UVA’s radical ways of thinking about what sits at the core of an educational experience. And we’ve reimagined the President’s report, Illimitable, into a biannual editorial publication showcasing the best of UVA’s pursuits, relaunching it as a rich media online magazine.
In 2016, with two years of institutional brand work in market, we began expanding our partnership to key revenue streams and university sub-brands—among them, Advancement. Our most immediate focus was the then-upcoming Bicentennial celebration in 2017 which, in keeping with the brand character, could not be purely backward-looking. That gave way to UVA’s $5 billion comprehensive fundraising campaign, which launched in Fall 2019 under the name “Honor The Future.” 160over90 created the identity system for both the bicentennial and the campaign, assisted UVA on a dedicated campaign website, created a full video series as well as animations for social, and consulted on event strategy and creative
Today, through a diligent process of engaging all corners of the community and equipping more than 1,600 communicators with proper marketing tools and assets, we’ve built a creative and cohesive storytelling culture at UVA that spans all major schools as well as Advancement, Admissions, Athletics, and the Health System.
Results
In six years’ time, we’ve built more than a brand identity for UVA—we’ve created a dynamic ecosystem that reflects the true diversity, shared energy, and bold mission of one of the nation’s great universities.
We’ve increased the institution’s visibility and perception within the Commonwealth of Virginia and in the national landscape. An awareness campaign has yielded 22 million impressions, resulting in the most successful video in school history and an 87% lift in unique site visits. A new subscription campaign for the news platform increased reach by 85% and generated 40,000 subscribers. And realignment of social properties grew total followers by nearly 40% in just the first year.
We’ve helped UVA achieve an historic high in quality applications and student diversity, growing undergraduate applications by 27%; increasing first-generation and minority applicants by 10% and 4%, respectively; and securing the largest number of early-action applications in UVA’s history while improving SAT scores.
Having launched in Fall 2019, and despite a difficult fundraising environment in 2020, the “Honor The Future” campaign is approaching $4.3 billion raised.
And as a testament to internal adoption and brand alignment, UVA and 160over90 were recognized by the American Marketing Association as the 2017 higher education marketing team of the year.
Ferrari North America
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Ferrari
Situation
Enzo Ferrari once said, “Everyone dreams of driving a Ferrari; it was my intent from the start.” This may explain the two-year waitlist for every single model built in the Maranello factory. A very limited supply and an almost unlimited demand creates a challenge to identify additional revenue opportunities among its customers — one of the most affluent demographics in the country — and through its legendary motorsports programs.
Solution
We began by creating a beautiful custom typeface inspired by the highly stylized lines of the breathtaking automotive masterpieces themselves. We studied the 458 Italia, the F12 Berlinetta and the million dollar Enzo model, and crafted a limited edition font that became the vehicle in which we drove our narrative.
We told the Ferrari story through a suite of communications materials sent to Ferrari owners and dealers to promote Corso Pilota, Ferrari’s exclusive precision driving academy. We created custom badges for each level of the program to offer a premium identification system for drivers, instructors and staff. For participants, we created personalized welcome kits, a website housing in-car session videos and photographs, and a departing diploma gift.
In addition, we developed a video series to generate excitement and fervor around the Ferrari Challenge North America, the most popular one-make racing series showcasing the thrilling 458 Challenge EVO. We created custom illustrated medallions for each racetrack on the schedule.
Results
Every session of Corso Pilota sold out at all three venues: Circuit Mont-Tremblant, Quebec; Circuit of the Americas, Austin, Texas; and Corso Pilota On Ice, Circuit Steamboat Springs, Colorado. Our work not only helped Ferrari secure top-flight sponsors for the race but created unrivaled demand among drivers who have already committed to participate again next year. Most importantly, we were able to get under the hood and leave our mark on the most powerful brand in the world.
Golf
DP World
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DP World
Situation
In July 2021, 160over90 was appointed global sports marketing agency for logistics company DP World—the recently-announced title sponsor of golf’s European Tour from 2022 onwards.
160over90 is supporting DP World to develop and establish a “centre of excellence” as it relates to partnership strategy, campaigns, activations, branding, messaging, and communications. Whilst also handling rights-owner management, partnership activation, hospitality and business to consumer communications delivery services across all key partnerships in DP World’s global portfolio including the 2021 DP World Tour Championship, 2021 Dubai Fitness Challenge, and 2022 Slync.io Dubai Desert Classic.
Solution
As part of the the European Tour’s 2021 end-of-season finale, 160over90 delivered a first-class hospitality and guest programme for 250+ daily attendees across four tournament days. In the DP World chalet, hospitality guests were gifted premium DP World Tour branded merchandise and offered an exclusive opportunity to follow the leading groups inside the ropes. We also developed a golfing challenge on the first tee of the Fire Course for spectators to participate in, and also activated a 360 PR and communications plan—leveraging players and activities to enhance DP World’s title partnership of the event and expose the new brand identity to a global audience.
The Dubai Fitness Challenge is an annual celebration of fitness and wellness with a simple challenge: complete 30 minutes of activity each day for 30 days. 160over90 amplified DP World activity around the Dubai Fitness Challenge, including driving participation in their showpiece event (the Dubai Ride), producing several experiential activations within the Kite Beach village, and ensuring all DP World colleagues within the UAE region were engaged with staff incentives and options to participate.
Lastly, as one of the most prestigious events on the DP World Tour, the Slync.IO Dubai Desert Classic represented the first time the newly named DP World Tour visited Dubai—home of DP World.
160over90 delivered a seamless guest and hospitality programme across the four days along with experiential activations within the tournament village for fans to enjoy and engage with. 160over90 also delivered a full PR & communications plan around the event—including the launch of a unique shipping container, content pieces for global channels, and interview placements for DP World spokespeople as part of their new title partnership of the DP World Tour.
Results
2021 DP World Tour Championship Activation:
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- 550+ guests attended DP World hospitality chart
- 10K+ organic video engagements
- 455K+ organic video views
2021 Dubai Fitness Challenge Activation:
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- 1K+ DP World colleagues participated
- 33K+ attendees participated in Dubai Ride
- 275K+ organic video views on DP World content
- 66M+ steps collectively taken by DP World colleagues over 30 days
2022 Slync.io Dubai Desert Classic Activation:
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- 4 hero content pieces filmed & edited on-site
- 1,720 fans participated in DP World Chipping Challenge
- 37K+ organic video engagements
- 4.8M+ organic video views
HSBC
Abu Dabhi Championship
Under Armour
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Under Armour Golf: Start the Movement
Having worked together in recent years to launch numerous new products and technologies, 160over90 was brought on in the fall of 2017 to launch UA Showdown Pants—the evolution of the brand’s signature golf pants that were improved with various technologies to further establish Under Armour’s position of strength in the category. This was an opportunity for the agency team to learn more about this specific category and its target audience, as well as the key products within UA golf that are driving sales throughout the year.
The Showdown Pants launch initiative is an example of a creative concept-driven product launch with an omni-channel rollout where the 160over90 team was able to craft an anthemic message for this assignment—Start the Movement—that spoke to the new benefits of this particular product (tech-enabled mobility) while having larger application to the UA Golf brand on the whole. Leading with UA’s star athlete, Jordan Spieth, we told a story of how Showdown Pants help a golfer to free his or her game while portraying an overall movement into a new era of golf, driven by the energy and defiant attitude of the Under Armour brand and its stable of young athletes.