Boston PL Kicks Off
New Advertising Campaign
The Boston Public Library unveiled an extensive new marketing campaign September 4 in an effort to boost its flat circulation figures and reintroduce itself to the community it serves. To appear on television, in newspapers and Web sites, and on billboards and public transit, the ads display the library’s new logo (a window framed by a teal-colored border) and its slogan: “Books are just the beginning.”
The ads were created pro bono by Arnold Communications and aim to unify all 26 BPL branches with a single identity, helping to reinforce the idea that Bostonians have library privileges at any branch, according to the September 5 Boston Globe.
The new advertising accompanies something of a renaissance for BPL: The library’s budget has grown from $23 million to $30 million in recent years, while the system has doubled its number of computers and begun work on a 27th branch building, its first new construction in 20 years.
Posted September 11, 2000.
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