City of Walla Walla

Local Campaign Concept

I think a lot of “Shop Local” campaigns fall short because they are focused only on the well-being of the merchants rather than the well-being of the community as a whole. Also, these campaigns tend to be focused on tourists, and that can leave locals feeling left out.

Still, a “Shop Local” theme is just what we need while we are at these unusual crossroads. It became a quest for me to focus on positivity and kindness, families and community, and support for our local businesses in this tough time.

So, I worked to reinvent the idea of a local campaign, and I shifted the focus away from tourists and merchants. Instead, I built a campaign that is focused on a wide variety of leisure activities and the high quality of life here in Walla Walla. At the same time, the message supports merchantes because supplies for all activities mentioned can be purchased locally. My goal was to show residents (and even tourists) that there is a LOT to do here, even during this season of virus.

We have a lot of LIFE, and there is a lot to LOVE in Walla Walla.

Live Love — Walla Walla

The campaign is all about today with its focus on hobbies you can do while remaining safe. However, it is also durable and will continue to work well in a post-virus environment. We can expand to include more interaction as that becomes possible.

The campaign works with almost any verb that can be visualized. It’s super flexible. The campaign can be used on social media and all traditional media. It can easily allow community partners to add their brand and extend the campaign. I think it could even be a fun bumper sticker for those who wish to express their community pride.

Below, you’ll find 24 examples of banners for the downtown core. Please note that the photos below are almost entirely stock. Some of them are universal enough that they will work fine, others will need to be updated with a local image.

David Mumm — May 20, 2020

(509) 386-9334