A print campaign for the city of Providence looks to fire up some interest in Rhode Island's capital.
Created by America House Communications in Newport, R.I., the campaign capitalizes on what has become a Providence ritual. Once a month during the warm weather, 80 floating bonfires--symbols of the city's renaissance--are lit on the surface of the river that winds through the downtown area. Outdoor cafes are set up and live music accompanies residents who stroll along the river banks. The events inspired the tagline, "Setting the Northeast on fire."
America House had worked for the Providence Warwick Convention & Visitors Bureau on a project basis for years, although Leonard/Monahan had the lion's share of the account. When that agency went out of business, America House beat five other agencies to win the six-figure account. Ads are running in trade publications targeting convention planners.
"We wanted to reposition Providence as a place where things are happening," said Stuart MacNaught, president and creative director of America House, "and we wanted to show it in a new light." --Sarah Jones