ROLE – Activation Director 

GOAL – Make 100 years of NPS feel personal.

For two years the integrated marketing campaign for the National Parks Centennial, FIND YOUR PARK, encouraged everyone to experience and protect our national spaces and places. We set out to redefine the word Park. NPS Ambassadors released social videos and content that reached millions, highlighting some of their favorite places in the system. And a series of events across the nation dubbed Park Exchange shepherded new exposure to far-flung places in cities like Washington D.C., Austin, TX, and Chicago, IL. We culminated in NYC with an interactive video game that granted its winners the ability to change the color on the spire of One World Trade, a site protected by the National Park Service. The campaign reached over 1.5B people in its first week alone, and 1-4 American Millenials at large. The efforts of six brand partners also brought millions of dollars of media through co-branded activations and efforts to the campaign.

Gold Ex. Award 

Agency: Grey