Overview

Waterfront Place is a city-funded $300 million dollar redevelopment project at the Port of Everett. The Port is home to one of the largest marinas on the west coast, attracting everything from international cargo to the leisure boaters. The initial task was to create a sense of energy at Waterfront Place, where no new development was visible, in order to attract general interest and more importantly, developers. As the marketing progressed, the Port staff challenged Cord Media to assist with its Marina marketing efforts targeting recreational boaters as well.

Challenges

The redevelopment was in its primary stage with no new draw to the area.
Limited budget.
No established brand.
Strong competition because recreational boaters have countless places to dock.

Solution

Created a branding campaign for both Waterfront Place and the marina, keeping the identities separate, yet related.
Designed banners and signage promoting the upcoming development.
Developed a website promoting the retail and hospitality investment opportunities.
Created a press kit with customizable inserts tailored to developer interests.
Placed and negotiated a multi-media advertising campaign: radio, print, television and digital targeting boaters, including added value opportunities.

Impact

Following the Waterfront Place brand launch, Port of Everett received significant interest from top-tier developers and closed several deals immediately. Within two months of launching the advertising campaign and guest moorage special, the Marina had