Boston Harbor Cruises is promoting its Salem Ferry service with a mini-street billboard that projects part of its message onto the sidewalk of a stretch of BostonÃ¢Ââ¢s State Street that is heavily trafficked by tourists, said Rattle, Boston Harbor CruisesÃ¢Ââ¢ ad agency.
Rattle is working on the project with JCDecaux, a media company whose specialties include so-called Ã¢ÂÅ"street furnitureÃ¢ÂÂ that is designed for the placement of ads. One example of street furniture is a bus-stop kiosk that has panels of advertising on one or more of its sides.
Boston Harbor Cruises is leasing space on an illuminated piece of JCDecaux street furniture on a part of State Street that is near Faneuil Hall.
WhatÃ¢Ââ¢s different about this illuminated ad panel is that it can also project a message onto the sidewalk. According to Beverly-based Rattle, this mini street billboard is the only one of its kind in Boston. After dark, the sign will project the message of, Ã¢ÂÅ"This Way to Salem,Ã¢ÂÂ onto the sidewalk. The thinking is that this sidewalk message will draw a pedestrianÃ¢Ââ¢s eye to the message on the illuminated panel on the bus-stop kiosk. The panelÃ¢Ââ¢s message is, Ã¢ÂÅ"Only a Broom Will Get You To Salem Faster.Ã¢ÂÂ
The Salem Ferry service is mainly aimed at tourists. The Salem Ferry website notes, Ã¢ÂÅ"Hop aboard at BostonÃ¢Ââ¢s Long Wharf, and in less than an hour youÃ¢Ââ¢ll be sightseeing, museum hopping, sampling the specialties of local chefs, and shopping in SalemÃ¢Ââ¢s many quaint boutiques and quirky shops.Ã¢ÂÂ
In a statement, Rattle partner Sally Murphy said of the Salem Ferry ad, Ã¢ÂÅ"We saw the projection street panel as a great, clutter-busting opportunity to spike awareness of the ferry service to Salem just in time for the peak Halloween tourism season.Ã¢ÂÂ
The projection street panel is scheduled to light up Salem FerryÃ¢Ââ¢s message through October, Rattle said.Chris Reidy can be reached at firstname.lastname@example.org.