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WE DIG DOWNTOWN SUPERIOR

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Fun educational campaign fills holes during street construction

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A major thoroughfare in the Wisconsin port city of Superior was closed for reconstruction for half of 2013, requiring detours that could pose challenges to businesses, customers and tourists.

To lessen the inconveniences and even create new opportunities, the Superior Business Improvement District sought to effectively and creatively inform people about reconstruction schedules, alternate routes and special events to keep people visiting downtown businesses.

We developed a “We Dig Downtown Superior” campaign theme, logo and informational materials to help business owners prosper while keeping their sense of humor. The BID’s “We Dig Downtown Superior Toolkit” contained posters and brochures to inform customers, as well as tips for helping businesses market themselves during construction.

Other communications included frequent communication with news organizations, email updates, advertising and more.

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