Baltimore's BoP Pass - Bellweather

Radio Ad

Brand + Campaign Guidelines

Architectural Inspiration

Project Team

Mecca Verdel

Creative Director + Lead Copywriter

Louis Lee

Chief Creative Officer

Emily Lessard

Chief Strategy Officer

Kip Helton

Design

Mecca Verdel

Creative Director + Lead Copywriter

Louis Lee

Chief Creative Officer

Emily Lessard

Chief Strategy Officer

Kip Helton

Design

BACKGROUND

African American history and culture continue to inspire visitation to Baltimore. In Summer 2019, a branded digital pass was launched that offered deals and discounts to museums, restaurants, shops, and other cultural and historic attractions throughout the city.

Previously called the “Legends and Legacy Pass”, Bellweather worked with Visit Baltimore to create a new name, brand, and campaign for the pass. The result was the BoP Pass—a free digital pass that allows you to take a journey through the streets where Frederick Douglass, Billie Holiday, and Harriet Tubman once walked, learning about their contributions to history and how their fearlessness, big ideas, and bold innovation informs our culture today.

INSPIRATION

Bellweather collaborated with Baltimore poet Mecca Verdel for the relaunch of the digital pass. Verdel led creative direction, copywriting, and inspiration for the new campaign.

The word “bop” represents multitudes in this new campaign. With the abbreviated name of the pass, “BoP”, standing for “Bridging our People”, the word “bop” also has a very layered and deep cultural connection to Baltimore’s legacy. A “bop” is a slang term for a “long walk” or “going a long distance.” Baltimorean poet and scholar Afaa Michael Weaver created a poetry form called the Bop that acknowledges, addresses, and solves a problem for the writer within three stanzas. The name simultaneously encompasses all the cultural, artistic, and historic aspects of the BoP Pass while also referencing its tangible offerings.

STUNNING VISUALS

Connecting inspiration to action, spirited Afrofuturistic visuals reference the culture and attractions that the BoP Pass provides a platform to explore. The textures, geometric shapes, patterns, color, and imagery of the campaign were all inspired by a blend of the City’s history and arts.

The BoP Pass brand and campaign design further fell under the umbrella of the recent rebrand (and website) we launched in partnership with Visit Baltimore, with each element working together to shift perception and drive visitation to this incredible American city.

CAMPAIGN STRATEGY

The campaign for BoP Pass came to life across channels—from print to radio to digital advertising—to bridge and connect local audiences to Baltimore’s Black history and culture. The creative and marketing work together to highlight the City’s exclusive claim to—as well as the BoP’s Pass’ offerings around—top African American museums and attractions, award-winning Black chefs, networks of Black entrepreneurs and businesses, and more.

Sector

Cultural & Non-Profit
Destinations & Tourism

Discipline

Brand Strategy
Campaign Development & Optimization
Content Development & Strategy
Social Media Marketing

Client

Visit Baltimore

View The Site

baltimore.org/bop-pa

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