Liberty Mutual is a major sponsor of the RIMS (Risk Management Society) Annual Conference & Exhibition, the most significant risk management conference in the U.S. Their presence always includes a city-wide, outdoor campaign that carries over to the lobbies and main floor of the convention center.
To create a compelling, city-wide campaign that informs on a higher level and does not overtly promote Liberty Mutual.
For the first time in its history, the conference is held in Boston. In celebration, we created a campaign based around “Boston firsts”. What Happens In America Happens Here First not only welcomes visitors but gives them a little bit of fascinating Boston history as well.
A billboard at Logan Airport greets attendees as they arrive, and street banners are run along Boylston Avenue and Summer Street, by the Boston Convention and Exhibition Center. Large floor, wall, and walkway graphics greet visitors as they enter the convention center. Other graphics include a large mobile hung above the escalator and a step by step account (literally) of Paul Revere’s (and others) famous ride to warn the colonial minutemen.
The campaign was well received and received substantial buzz. The city of Boston left the airport billboard in place months after the conference ended and decorated the lobby of Boston City Hall with a set of the street banners.