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Special Project

Special Project
From the 14th Annual Shorty Awards

The Center, Rockefeller Center's Magazine

Winner in Blogs

Audience Honor in Blogs


When Rockefeller Center brought Big Human on board as their content and development agency, they wanted to elevate their current blog into more of a digital magazine, a destination for engaging, informative content with a definitive “New York” spin. It would be written by New Yorkers, for New Yorkers. With Rockefeller Center’s unparalleled access, the content would work to both engage and highlight the Rockefeller Center and greater New York communities. 

There were three main goals for the blog: elevate the Rockefeller Center brand, encourage local New Yorkers to visit the campus, and generate excitement around in-person attendance to events and Rockefeller Center destinations. In order to achieve these goals, the content within the blog would need to feel inspired and “in the know.”  

As far as specific KPIs, the Big Human team was tasked with the following: 1) increasing blog traffic, 2) boosting organic search traffic, and 3) showcasing the magazine's value to the Rockefeller Center business as a whole through an increase in newsletter subscribers.

Strategy and Execution

The Big Human team took a three-pronged approach: editorializing the blog content itself, increasing the magazine’s SEO presence, and expanding the content distribution channels. 



Content Channel Expansion: 



Entrant Company / Organization Name

Big Human, Rockefeller Center


Entry Credits