The objectives are to improve perceptions of downtown leading to an increase in the number of visits and amount spent per visit by area residents.  Results from the 2009 Perceptions Survey showed strong improvements in key indicators for safety and cleanliness that tie directly to the program's objective of improving attitudes of downtown. In addition, results from two quarterly visit surveys indicated an increase in the average amount spent per visit ($83.54 in October 2009 compared to $90.49 in March 2010).

Both traditional media to engage the masses and nontraditional media to engage the individual are used to reach the target audience with strategic messages to experience downtown's shopping, dining and entertainment venues. The campaign has used television, online, email, digital outdoor billboards (pictured above is a sample billboard message) and newspaper advertising, as well as Twitter, Facebook and YouTube to achieve its objectives.  The Life Happens Here program runs during three seasonal flights:  Mother’s Day/Spring, Summer/Fall and Holidays. 

2010 Campaign Highlights:

• Watch the 2010 Mother's Day online ad by clicking here.
• Watch the 2010 Online Banner ads running in June by clicking here.
• Download the 2010 Best of Downtown ad that ran in CityBeat by clicking here.