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By Sarah Jones
BOSTON–This summer Leonard/Monahan will break the first ad campaign for its hometown, a series of print and outdoor executions with the tagline, ‘Providence. Old and improved.’
Ads promote the Rhode Island capital as an ideal alternative to Boston, with numerous upscale restaurants, a newly constructed convention center, the revamped T.F. Green airport and a soon-to-be-built shopping mall.
‘We’re trying to capitalize on the equity that the city has, like its history in the arts, and make that relevant to people again,’ said Pam Hamlin, Leonard/Monahan’s director of client services.
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