Placemaking: The Launching of a New Holiday Tradition in Boston
“The launch of this new tradition is a true celebration of the best the City has to offer. From world-class athletes to artistic visionaries, Blink! combines all the unique elements and characteristics that bring Boston to life during the holiday season.”
On November 17th, 2012, a new holiday tradition was launched in the City of Boston, ‘Blink: A Light & Sound Extravaganza.’ Kristin designed and launched this holiday program at Faneuil Hall Marketplace to enliven the traditional tree lighting ceremony. The purpose of a season long program was to draw crowds to the marketplace beyond the tree lighting.
With very little time to prepare, Kristin and a team of rock stars (Madeline Jacobson, Roxi Fernandez, Kristen Keefe & Jared Betro) worked 18 -19 hours a day for the 2 months leading up to the launch. Partnerships are the essential element to any successful marketing campaign. No one can launch a tradition alone . Kristin brought together Boston’s most influential arts organizations to join Faneuil Hall as parters in the launch of this new tradition. Partners included the Mayor’s Office of Arts & Tourism, Boston Holiday Pops, Citi Performing Arts Center, Boston Ballet, Arts Boston, Berklee College of Music & many more.
Even CNN caught the ‘Blink buzz’ and chose Faneuil Hall to be one of their live sites during the 2012 Presidential Election Coverage. A 75-ft screen was permitted and mantled in 24 hours. And on November 6, 2012, Wolf Blitzer and Anderson Cooper told 22 million viewers across the world about ‘Boston’s new holiday tradition called Blink.’
From SEO to retargeting, billboards to social media, email blasts, press releases and Instagram galore, the excitement brought 35,000 people to Faneuil Hall to see the launch of Boston’s new tradition, Blink.
