Parkway 100

Brand Awareness

Event Planning

The Challenge

To celebrate the centennial of Philadelphia’s grand boulevard, the Benjamin Franklin Parkway, D+P was engaged to promote the Parkway Museums District as a destination; conduct funding and partnership outreach for the celebration; and plan, program and promote events and activities in partnership with the Parkway Council’s 23 member organizations.

The Approach

Together with the Parkway Council, D+P created a messaging architecture to communicate the vision, objectives and goals of Parkway 100. We then worked in partnership with a brand/design firm to develop a Parkway 100 campaign that included an official centennial logo, banners to define Parkway Museums District space, ads in the Philadelphia Convention & Visitors Bureau’s Official Visitors Guide, a fundraising brochure, and branded Parkway 100 gear. We collaborated with author/artist David Kalvitis to create the “We are Connected Dot-to-Dot Philadelphia” souvenir coloring book. We worked with History Making Productions on an official kickoff sponsorship video and 6abc’s FYI Philly on a Parkway 100 Special for television.

More than a year of exhibitions, events, community conversations and promotions included the reprint of historian David Brownlee’s “Building the City Beautiful: The Benjamin Franklin Parkway and the Philadelphia Museum of Art” book; two public art installations commissioned by the Association for Public Art – Jennifer Steinkamp’s Winter Fountains and Cai Guo-Qiang: Fireflies; a Parkway 100 kickoff festival; a Parkway-themed sand sculpture for the Wawa Welcome America celebration; The Rise of the Rocky Steps event with the Greater Philadelphia Film Office and Center City District; a Parkway 100 exhibition at the Philadelphia Free Library; a symposium with the Philadelphia Museum of Art and Athenaeum; and the Parkway Soiree finale.

The Results

Over the course of D+P’s work on Parkway 100, we secured multiple placements in media including 6abc, CBS3, KYW, NBC10, FOX29, The Philadelphia Inquirer, Philadelphia Weekly, Philly Voice, Plan Philly, Visit Philadelphia’s uwishunu, Grid Philadelphia, Where Magazine, and AAA World.