The Lower Manhattan Development Corporation today announced the launch of a communications outreach campaign to inform Lower Manhattan residents, employees and visitors of upcoming short-term, quality of life improvements that are being implemented over the next six to 12 months. The campaign began this morning when LMDC staff and volunteers fanned out across Lower Manhattan from 7-9 am to distribute 10,000 palm cards and place 100 posters in local businesses and restaurants. The short-term improvements were announced by Governor Pataki in April. LMDC Chairman John C. Whitehead said, "This special effort will play an important role in spreading the good news about the exciting improvements coming in the months ahead. The many outstanding projects announced by the Governor are already underway and will be very beneficial for Lower Manhattan’s residents, employees and visitors."
LMDC President Kevin Rampe said, “Under the leadership of Governor Pataki and Mayor Bloomberg, Lower Manhattan will pass many key milestones in the revitalization effort during the next several months. Already the Greenmarket is back, Borders Bookstore has reopened, and in the fall, PATH service will return for the first time since the September 11th attacks. This outreach campaign will ensure that Lower Manhattan’s residents and employees are informed about upcoming quality-of-life improvements and create a renewed sense of optimism about being downtown.”
LMDC developed the concept and creative for the marketing materials, which feature slogans that combine the word “Downtown” with a phrase suggestive of the upcoming initiative. The first set of palm cards and posters read, “Downtown’s in Bloom” to announce the return of the Greenmarket to Lower Manhattan. The slogan and announcement of the initiative are set against a unique watercolor backdrop – the first in a series that will be created to herald improvements downtown. The communications outreach campaign is one of the elements outlined in Governor’s Pataki’s call for short-term, quality of life improvements in Lower Manhattan. The campaign has four main components: the development of branded marketing materials including posters and palm cards; the creation of informational kiosks at strategic locations downtown that will double as visitor centers; increased distribution of LMDC newsletters, e-updates and messages from the President; and, continued support of LowerManhattan.info as a central online source of information about the rebuilding effort.
As part of the campaign, LMDC is continuing to reach out to businesses and residents downtown in order to distribute newsletters and e-updates. Last week, 50,000 LMDC newsletters were distributed to strategic locations in the area and inserted in local publications. Upcoming short-term improvements to be announced in the campaign include the River to River Festival this summer, the return of PATH service and the creation of a new pedestrian bridge over Vesey Street. To view the “Downtown’s in Bloom” advertisement, please open the attachment or visit LMDC’s website at www.renewnyc.org.