New York, NY (March 26, 2019)—Bellweather Agency, in partnership with Brooklyn Public Library (BPL), this week announced the launch of the “For Brooklyn” advertising campaign, built to highlight the Library’s wide range of innovative and original offerings. The new campaign highlights over 200 elements of the Library’s original programming and services, including classes, performances, business services, and digital resources.
The Library’s audience and usage have grown tremendously in recent years. With 59 branches in neighborhoods across Brooklyn, BPL served community members over 9.3 million times in 2018, in-person or digitally, making it one of the most-utilized institutions in New York City and one of the busiest libraries in the country.
The “For Brooklyn” campaign highlights the Library’s new initiatives and innovative programming. The “For Brooklyn” campaign introduces these offerings and services by answering the question, “What is the Library for in 2019?” There are currently 52 different “For…” iterations in the campaign, with more planned. “The Brooklyn Public Library has an incredible collection of books, but you can also book a conference room with video conferencing capabilities, borrow a full drum kit, or enter the PowerUp! business plan competition at the Library. The ‘For Brooklyn’ campaign highlights the unexpected gems that the Library offers,” said Emily Lessard, Chief Strategy Officer at Bellweather.
“Whether you attend storytime in one of 12 languages, enroll in a robotics workshop, launch a podcast from our recording studio or simply enjoy a book from our collection, the Library is indeed for Brooklyn,” said Linda E. Johnson, Brooklyn Public Library President and CEO. “We are delighted to work with Bellweather Agency to celebrate Brooklyn Public Library’s collections, programs and services in this new colorful and creative campaign.”
For more images and background information, visit Bellweather's “For Brooklyn” case study.
The campaign is photographed by artists Andre D. Wagner and Arturo Olmos. Andre D. Wagner is a celebrated artist and street photographer based in Brooklyn, whose work has been featured regularly in The New York Times. Arturo Olmos’s photography has been featured in Fast Company, Vogue, and W. “The Brooklyn Public Library is an incredibly nimble and responsive institution. The campaign uses street photography to capture this feeling. We photographed actual library patrons throughout, which gives an unmistakable energy to the campaign,” said Louis Lee, Chief Creative Officer at Bellweather.
The campaign is supported by borough-wide media including subway advertising, billboards, phone kiosks, and social media.
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About Bellweather Agency
Bellweather Agency specializes in creative and marketing for cultural institutions and the travel and tourism industry. Started in 2016 by Emily Lessard, Louis Lee, and Jessie Moore, the agency has offices in New York City, Philadelphia, and San Diego. For more information, please visit get in touch.