Downtown Santa Monica Third Street Promenade
Created locally,
celebrated globally.
Before the Promenade’s conception in 1989, indoor malls were the only model. A group of Westside visionaries saw Downtown Santa Monica’s potential in becoming an outdoor shopping destination, and after a bold community effort, Third Street Promenade was realized. It has since become the international model for downtowns around the world.
Our job was to tell that story.
That was 2014. More recently, JWA helped debut a variety of programs to the public while assisting the team with copywriting, ad photoshoots, and event ideation. As DTSM, Inc's publicity arm, we backed initiatives that included the Ice at Santa Monica holiday skate rink, ROAM Santa Monica art program, the organization's Annual Report meetings, district realignments and placemaking activations.
25TH ANNIVERSARY
THIRD STREET PROMENADE
JWA coordinated the message through a summer-long series of events, backed by key art and a new campaign tagline for the Promenade.
Objectives:
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Celebrate the importance of the history and people behind the bold project.
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Establish its worldly identity as the downtown model for outdoor public shopping streets.
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Unite locals in a series of community events!
Contributions:
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Event strategy and direction that included KCRW-backed DJ festival, an Anniversary Parade, and a historic Symposium.
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Art Campaign for advertising & promotions.