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Ocean City, Maryland
To help Ocean City, Maryland, stand out from every other East Coast beach resort town, we developed advertising that captured the unique character of the town. From a campaign asking people to visit OC before the “imminent” end of the world to a lifeguard who rescues people from boredom, we’ve consistently created messages that stand out in people’s minds. And it has paid off. In the summer of 2009, while every one of their competitors’ numbers was down, Ocean City’s numbers stayed strong. And in the summers of 2010, 2011 and, most recently, 2012, Ocean City saw double-digit increases.
MGH created Old Bay’s “Summer of Baytriotism” campaign to highlight Baltimoreans’ fervent loyalty to both the seasoning and their hometown. Our campaign featured prominent billboards, radio spots read by a woman who won an MGH contest searching for the “Voice of Baltimore,” a parking garage wrapped to resemble a 40-foot can of Old Bay and much more. It was an instant hit with Baltimoreans, and the news media loved it. And it paid off for Old Bay: The brand’s Facebook page grew by an astounding 22% in just three months.
While Smyth Jewelers had become one of Maryland’s most well-established jewelry stores, it sought to better reach young engagement ring buyers. Through a variety of advertising, we’ve defined Smyth as a hip, approachable store by tapping into the culture and psyche of young people throughout Maryland. And we’ve helped Smyth become one of the area’s most iconic brands. As a result, Smyth has enjoyed continuing substantial increases in engagement sales and overall business.