Best Legal Online Campaign

In July 2012, WilmerHale’s New York office moved to 7 World Trade Center. As the first major law firm to move downtown since 9/11, we were proud to participate in the revitalization of Lower Manhattan’s business district. Our advertising campaign was designed to inform clients/contacts of the move and our efforts to become a vital force in the downtown community.

Our goal: announce the move/new address and build greater visibility for the office; and showcase our commitment to rebuilding lower Manhattan by establishing offices in the World Trade Center development.

Critical to the ad copy was a positioning statement emphasizing the idea of a “new” perspective, which lent itself to multiple interpretations (embracing a different view both physically and metaphorically; conveying a sense of freshness and vitality; and saying look at who we are, where we are and what we stand for).

Our target audience: legal (peer firms/alumni) and business (clients/prospective clients) contacts.

Our media sources: The New York Times, New York Law Journal, The Wall Street Journal, Am Law Daily. Each offered online and traditional print options; had strong circulation in the business/legal communities; and could “slice and dice” readership and deliver to select/focused portions of their circulation, ensuring we’d reach the highest percentage of targeted contacts.

Although we moved in July, the campaign ran in the fall when more people were at work (not on summer vacation). We also planned an opening reception in October and wanted the campaign to be fresh in people’s minds ahead of it.

Contributors:

Chief Marketing Officer:	Stephanie Goldstein

WILMERHALE

Location: USA