DOWNTOWN ALLIANCE | THE BLOCKS
Elevating Salt Lake’s cultural core
Downtown Salt Lake City, with its rich arts and culture, was missing a unified way to connect residents and visitors to the many activities within its 40-block entertainment district. This lack of visibility prevented one of Utah’s premier cultural hubs from reaching its full potential.
That’s why the Downtown Alliance launched the “Cultural Core Action Plan” and brought in Love Communications to help with a brand launch and campaign around it.
In just the first nine months, THE BLOCKS—as it came to be called—drew in nearly 3,000 walk-in visitors through advertising.
3,000 WALK-IN VISITORS
drawn through advertising
THE BLOCKS became the new name for Salt Lake’s downtown cultural initiative, drawing attention to both the artistic energy and the city’s historical layout—home to the largest blocks of any U.S. city. After the project was named, we created a dynamic style guide and graphics, as well as a new website—a central hub for current information about downtown concerts, performances, and family-friendly activities.
Our digital and traditional media campaign launched with a block party in July 2018. The party brought the community together through music and dance performances, and public art.
The campaign continued with outdoor displays like sidewalk decals, kiosk wraps, outdoor billboards, TRAX wraps, and street light banners, as well as online tactics like geo-targeted ads, YouTube, and web banners.
52.3 MILLION
digital impressions
Within its first nine months, the campaign garnered 13.6 million impressions. During this time, we tracked 3,052 ad-exposed clicks to the website and 15,000 post-impression website visits.
13.6 MILLION
impressions within the first nine months of the campaign
By the first quarter of 2019, THE BLOCKS had verified 2,632 walk-in visitors from mobile targeting. As community and artist mural projects launched throughout Salt Lake, the campaign continued to evolve, drawing thousands of new visitors to explore the city’s cultural offerings.
Our integrated efforts created not just an awareness campaign but a sustainable platform that continues to enrich Salt Lake City’s cultural core and engage new visitors daily.
