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Pike Place Market, Washington’s largest tourist draw and the oldest market on the West Coast is expanding. The Seattle-area community has a once-in-a lifetime opportunity to shape this iconic market into something even greater than it is today. This panel will discuss the process of landing on a compelling campaign idea, infusing that into a responsive digital experience, and launching a campaign to complete the 40-year vision of the historic district and connecting the Market to Seattle’s waterfront.
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How Two Agencies Built a Digitally Integrated Campaign to Complete the Pike Place Market
October 16, 2014
August 17, 1907August 17, 190710 farmers, thousands of customers10 farmers, thousands of customers
1920s and 1920s and 30s30s
Decline and Decline and RedevelopmentRedevelopment
Citizen ActionCitizen Action
80 80 farmersfarmers
250 250 small small businessesbusinesses
220 220 craftspeoplecraftspeople
350 350 residentsresidents
2 bronze piggybanks2 bronze piggybanks
10 million shoppers 10 million shoppers annuallyannually
Waterfront Waterfront RedevelopmentRedevelopment
The missing piece of Pike Place Market – The missing piece of Pike Place Market – home of the new “MarketFront”home of the new “MarketFront”
11
19741974
19091909 19731973
19751975
2016 Complete2016 Complete
Pike Place MarketFront complete with the Pike Place MarketFront complete with the viaduct down and new road way under viaduct down and new road way under construction: 2016-2017construction: 2016-2017
Image courtesy of the City of Seattle and James Corner Field Operations
Seattle’s entrance to the Seattle’s entrance to the new waterfrontnew waterfront
Waterfront-facing Market: Waterfront-facing Market: 50 new day stalls for farmers and artists50 new day stalls for farmers and artists
Design by The Miller Hull Partnership
Design by The Miller Hull Partnership
Design by The Miller Hull Partnership
1983 Tile Campaign engages 45,000 donors1983 Tile Campaign engages 45,000 donors
New Opportunity to Write Your Name into New Opportunity to Write Your Name into Market HistoryMarket History
33
Goals Brands Technologies Stakeholders Constraints
Mark your calendars Pike up Parade!NOON 10-30-14
Brian.Ladyman@slalom.com
Ted.Youngs@slalom.com
Patricia.Gray@pikeplacefoundation.org
CalM@wexley.com
ToddG@wexley.com
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