COASTAL CAMPAIGN

For the first half of the pandemic, we worked with Corpus Christi to craft appropriate messaging. They asked us to change directions frequently, as the circumstances shifted week by week. Fortunately, digital billboards make changes simple. Here’s a small magazine ad and just a few of the billboards we’ve developed, including conceiving the ideas, writing copy, shooting the images or sourcing the photography, and designing the ads.

Each assignment requires sign-off from a large number of constituents who disagree with each other, including the CVB itself, the hotel association, the city manager, city council, homeowners on the island who feel overrun by unsafe visitors, and restauranteurs who want them there. In spite of their many disagreements, we try to establish a rational headline that most can agree on without diluting the key message for that particular week’s billboard. You can see the transitions here shift from “come to the beach and stay far apart” to “to come to Corpus but visit the aquarium and skip the beach” to “ please don’t come for a while.” Tough row to hoe.