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Belleman te huur...
When Charlie Cullen, president and CEO of our client, The Provident Bank in Massachusetts and New Hampshire, topped a field of seven in a fundraising competition to serve as the Town Crier during NewburyportÂ’s Yankee Homecoming celebration,
the Bank asked us for ideas on how they could creatively leverage the opportunity to increase visibility in town, while keeping with the spirit of Yankee Homecoming.
After researching the history of the Town Crier in Newburyport, we suggested Charlie, dressed in 18th century attire, make public pronouncements about Yankee Homecoming events in Market Square each weekday during the festivities.
We also asked if he would allow people to “Hire the Town Crier” to make announcements of a non-commercial nature, with proceeds benefiting the Yankee Homecoming Parade Fund.
With his agreement, and less than a month to pull everything together, we started working with Scott Johnson of Frogpants Studios, to have a custom illustration of Charlie as the Town Crier created. The image was used on advertising, signage, online and t-shirts worn during the Yankee Homecoming Parade.
Charlie was seen making announcements throughout the week, including a special visit to City Hall on Monday morning to read a Yankee Homecoming poem to Mayor Donna Holaday and City Hall staff:
“Fanciful festivities for family and friends,
lots of fun each day that never ends Â…
Explore music, art and historic places,
Shop, dine and participate in races.
Join young and old, those who run and who stroll Â…
Welcome to those who have returned or who visit,
witness the best of our city and those who live in it.
This is the best of traditions, despite hot conditions!
So, for the events today and those that are forthcoming,
I bid you ‘Come Together’ for Yankee Homecoming!”
Through the efforts of Carol LaRosa of LaRosa Communications, CharlieÂ’s many appearances during the week received great media coverage.
We may have come up with the idea, but we have to give Charlie and the team at The Provident Bank credit for making it a success!
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