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CYA DOWNTOWN, MILWAUKEE
Milwaukee, like many urban destinations, has undergone a massive infusion of energy in the last decade.
The growing number of downtown residents has raised the demand for new high-rise projects along the
lakefront, loft spaces in historic buildings and vibrant townhomes along Milwaukee’s thriving RiverWalk.
The arts have also seen a dramatic uptick with new performance spaces, an art museum that is a
masterpiece in itself and a community of arts advocates that are willing to push boundaries. All the while,
downtown Milwaukee’s restaurants and nightlife have turned downtown into a 24/7 destination.
With all these forces at work and several major multi-use projects ready to break ground, Milwaukee
Downtown made telling the story of its renaissance a top priority. Embarking on the organization’s third
branding campaign since its inception in 1998, this iteration of what makes downtown unique took an
entirely new path. Starting completely from scratch and avoiding the safe and predictable, Milwaukee
Downtown launched Cya Downtown, Milwaukee in May 2013 with the commitment to carry it through fall
2013.
Direct and to the point, this shorthand message was a bold move for an organization so conventional.
What did this C-Y-A exactly stand for? Cover you a**?!?! Egads!
For savvy texters and social media gurus, the message was clear—see ya’ or rather cya downtown. What
it did accomplish from the get-go was buzz, but that was only the beginning. When the tagline aligned
with stunning imagery and an edgy song bed, that’s when the floodgates really opened.
Print
For years, Milwaukee, like many cities, crammed all there was to see and do in one ad. While the images
and copy were successful in communicating downtown as a destination for the arts, museums, dining and
festivals, it was a lot for the reader to take in—perhaps too much.
Milwaukee Downtown’s new brand strategy is based on the notion that if it’s happening, it must be
happening downtown. And to simplify that message even more, the Cya Downtown campaign segments
the aforementioned categories.
Utilizing a group of prominent and homegrown restaurateurs, the campaign led off with an ad that read:
“What brings all these great restaurateurs to the table? Downtown.” While the general public had
generally viewed this group as competitors, these pioneering game changers had united for the good of
downtown. The endorsement was loud and clear. If all these entrepreneurs chose to open one, two—
even four restaurants in downtown, it must be a thriving neighborhood.
In the same vein, another ad features downtown CEOs with the headline: “Where do many of the city’s
most generous corporate citizens call home? Downtown.” In addition, young professionals who not only
work downtown, but make it their playground, were gathered for an ad that reads: “Where you work is the
perk. Downtown.”—conveying that not only is downtown Milwaukee a viable economic option for your
business, it’s also where your employees want to work.
The series continues with an ad focusing on Milwaukee’s bustling arts and entertainment scene.
Rounding up downtown’s most prominent artistic directors, promoters and venue operators, the headline
reads: “If it’s a hot ticket, where do you think it’s going down? Downtown.” Another ad, which addresses
the number of high-rise projects on the horizon, features downtown developers with the headline: “Out of
all the city’s cheerleaders, this crew really digs downtown.”
Two more ads were added to the series—“Going out isn’t the same as going out downtown” and “Going
out for dinner isn’t the same as going out for dinner downtown.” While the dining and nightlife messages
were directed at millennials, they also appealed to the baby boomers’ desire to feel young again. The
dramatic black and white imagery is flanked by vibrant and authentic full-color images of downtown
amenities.
What remains consistent among all the ads in the series are real downtown people in real places unique
to Milwaukee’s downtown. Cya Downtown continues to break new ground by bringing competitors
together for the good of downtown.
Television Campaign
Complementing Milwaukee Downtown’s extensive reel of summertime activities was the discovery of a
song called “Downtown” by Peaches. Throughout the electronica track, the word “downtown” is repeated
again and again...and yet again—making it a catchy, memorable piece.
Working with Peaches’ record label, XL Recordings (also the label for the likes of Adele, Radiohead and
Vampire Weekend), Milwaukee Downtown was able to secure the rights to the song at minimal cost. Cut
into :60, :30, :15 and :10 spots for on-air broadcast and in-banner video and pre-rolls, the campaign
mixes an edgy song bed with quick, seamless cuts of downtown’s eclectic dining, outdoor concerts,
museums and performing arts venues.
REPLICATION
Milwaukee is not unlike many cities undergoing a downtown renaissance. What is critically important,
however, is creating images and statements that ring true of your city. In the case of downtown
Milwaukee, we’re fortunate to have the product, as well as a strong core of believers to help implement
such a comprehensive multimedia campaign.
REPRESENTATION
Cya Downtown involved individuals from all facets of downtown—from support of Milwaukee Downtown’s
board of directors to the businesses who supported our mission by participating in a photo shoot or
providing a backdrop, partners were readily willing to roll up their sleeves. Also playing a significant role
were Milwaukee media partners who, to date, have brought more than $122,690 in added value to the
campaign.
SUSTAINABILITY
Cya Downtown is the start of a multiple-year investment in branding, which dovetails with a new website
for Milwaukee Downtown. Launching July 2013, the new website will be a resource for promoting
attractions, events and services, as well as assisting businesses in finding office space. The ads
developed in 2013 will be updated and expanded as new opportunities and individuals step forward to
champion downtown in 2014.
EXECUTION
The entire campaign was the result of a collaborative effort among Milwaukee Downtown’s board of
directors, marketing committee and its ad agency. Once the campaign received full board approval,
downtown stakeholders stepped up to provide venues, talent and support to limit expenses so that the
bulk of the budget could be spent on media placement.
OUTCOME
While the Cya Downtown, Milwaukee campaign is running through September 2013, early indicators
already suggest the new platform to be a home run. Attendance at events such as Downtown Dining
Week (June 6-13, 2013) broke an all-time high and traffic to Milwaukee Downtown’s existing website has
already jumped 14%. In addition, media partners are so confident in the campaign’s effectiveness that
they’ve committed to allocating more than $122,690 in free placement to help tell the story—if it’s
happening, it must be happening downtown.