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case study

Watch Muskegon


Muskegon community partners rallied together in 2015 to launch Watch Muskegon, a three-year campaign to build awareness and excitement while improving the overall image and perception of the city.

iconAsset 7 - Watch Muskegon
Project Goals

Muskegon was battling a negative perception that was getting in the way of the city’s growth. Its poor image was proving to be a barrier for businesses to attract new employees, neighborhoods to attract new residents and the city to reap the benefits of tourism. They needed a brand that would highlight the city’s positives and change people’s perceptions.

Asset 8 - Watch Muskegon
Our Approach

Starting with research and strategy, we began brainstorming how to position Muskegon in a way that would build awareness of its positive attributes and at the same time, build excitement for the future growth of the city. Watch Muskegon was born.

iconAsset 6 - Watch Muskegon
The Results

An independent research study performed by ISR Avenue found that 95% of Muskegon residents and 38% of respondents throughout West Michigan recall seeing or hearing messages related to the Watch Muskegon campaign.

The campaign has been effective at being noticed and helping to positively influence the image of Muskegon, both locally and throughout West Michigan. Compared to results collected in 2014, Muskegon-area residents have an improved view of Muskegon.

Revel is proud to be the driving force behind the Watch Muskegon campaign. We were one of the initial stakeholders and continue to be actively involved in the messaging. As the campaign continues to focus on its three pillars of Education, Beautification, and Marketing, the positive impact of Watch Muskegon is clear.

watch muskegon logo - Watch Muskegon
Concept & Logo

The concept of the campaign was driven by the design of the logo which integrated a Watch Us Go message with Watch Muskegon.

  • Brand Positioning
  • Logo Design
  • Campaign Development
watch muskegon sign - Watch Muskegon
City Welcome Sign

The welcome sign on Seaway Drive was used to unveil the Watch Muskegon campaign to the public and kick off the community initiatives that are still active today.

  • Content & Design
  • Media Purchasing & Placement
watch muskegon website - Watch Muskegon
Website and Social Media

To further reinforce the campaign and build a digital presence, we created a website that made it easy for users to discover all the great things to see and do around Muskegon. It also provided a means to bring in donations, get people involved and provide access to resources.

  • Website Strategy
  • Website Development
  • Website Management
  • Social Media Strategy & Execution
  • Social Media Management

To show off Muskegon and allow people to join in on the excitement, we created an upbeat video focusing on the new brand and all that Muskegon has to offer.

  • Planning
  • Production
  • Editing
  • Copywriting
watch muskegon shirt bag sticker - Watch Muskegon
Apparel and Promotional Items

The Watch Muskegon message has been promoted on nearly every type of item you can imagine. Everything from shirts and hats, to banners, water bottles, bags and stickers. If you’re looking to show your Muskegon pride start shopping here.

watch muskegon billboard - Watch Muskegon

Strategically placed outdoor boards throughout Muskegon and the Lakeshore were pivotal in spreading the message, with many survey respondents siting that they recalled seeing the campaign boards.

  • Design
  • Media Purchasing & Placement

“Watch Muskegon is positively impacting Muskegon in many ways currently and we’re seeing it progressively expand throughout the city—from enhanced corridors when entering the city, to an increase in educational resources getting in the hands of residents. Also, not only do workers want to come to Muskegon for their jobs, but they also want to live here and call this their home. We notice this in turn continuously builds strong neighborhoods, increases resident involvement and boosts personal investment in the community.”

-Cindy Larsen, Muskegon Lakeshore Chamber of Commerce President
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