Objective
Our objective is to be a purposeful champion of Community and Environment and to leave a lasting and relevant legacy.
Through partnership with Friends of the High Line, the non-profit caretakers of the park, TD is High Line's Presenting Green Sponsor which helps support the sustainability of the park. Friends of the High Line raises 98% of the High Line's annual budget.
The High Line, a 1.45 mile-long elevated linear park created from NY Central Railroad spur, is the #1 NYC destination and host to 400+ free cultural and family programs.Plants favor native, drought-tolerant, low-maintenance species efficiently managing resources for the landscape. The ecosystem provides food and shelter for a variety of wildlife species, including native pollinators.
TD challenged TBWA to conceive of a purposeful campaign to advance the mission of the High Line and leave a sustainable legacy.
Target Audience 50
A18-49, NYC 5 boroughs, Socially/environmentally conscious, community focused individuals
Visitors of the High Line. The High Line is host to 7.5 million visitors annually
New Yorkers and Domestic visitors make up 60% of annual visitors. 53% are under age 40
TD's Corporate Citizenship platform, The Ready Commitment, aspires to help create an inclusive future where individuals and communities feel confident they can succeed in a changing world. The Ready Commitment is grounded in four interconnected drivers of change Financial Security, Vibrant Planet, Connected Communities and Better Health.
The High Line Honey campaign is well-aligned with Vibrant Planet by growing and enhancing green spaces and helping to accelerate a low carbon economy and through Connected Communities which provides opportunities for everyone to be included.
Together with our partnerships at the High Line, we embarked on a journey to co-create a meaningful and relevant legacy while engaging the community towards a shared purpose.
We set out to create a tangible takeaway that distills everything the High Line is and to enhance and advance the mission of the High Line.
To do this, we farmed bees in, on and around the High Line, allowing them to pollinate the local flora on the High Line, and then we made honey, bottled it and sold it with all of the proceeds going back to the park.
High Line Honey launched October 2017 with an experiential celebration on the High Line; promoted through social and earned media, merchandising, employee engagement and partners' networks. In 2018, TD Window Clings and Traveling "Mobile Hive" were added. An award-wining food typographer was commissioned to create unique art for clings and social. The whimsical designs garnered the highest video completion rate; 50% above average.Pinnacle of the campaign, the Summer Harvest Event, celebrated pollinators and TD's own High Line Honey.
The High Line Honey Campaign provided a meaningful platform to bring communities together towards a shared and important purpose relevant to the entire planet.
The hives TD gifted to the High Line leave a lasting legacy, and even more important, the High Line Honey Campaign educated millions with an up-close and personal look at these fascinating pollinators and fostered a shared appreciation for our delicate ecosystem.
Getting down to Beesness…
1 Green Peace, 2 Nature Conservancy, 3 Friends of The High Line. 4 Rodale Institute
"The hives TD gifted to the High Line leave a lasting legacy, and even more important, the High Line Honey Campaign educated millions"
TD High Line Honey brought new hives to rooftops along Chelsea Market creating a community-engaging campaign and elevating awareness of bees' vital role. The first harvest produced 120 lbs of TD High Line Honey in the summer of 2018!
To build awareness of the upcoming Harvest event, NYC stores replaced cherry-flavored lollipops with honey-flavored. Disruptive window clings, at select locations, promoted the event to Customers and Community, reaching thousands the weeks leading up to the Harvest event. Environmentally-friendly "TD Mobile Hives" visited same locations where Peoples Pops served 3,000 honey-flavored ice pops while beekeeper Andrew Cote' educated and entertained building awareness of the importance of bees and the upcoming Harvest event.
The Kick-Off and Summer Harvest Events hosted 20,000+ visitors on the High Line. Proceeds from honey sales raised nearly $10K with 100% of proceeds going back to the park.Beekeepers entertained and educated while visitors enjoyed a live hive, honey flavored treats, honey-tastings and flights of High Line Honey available for purchase.
Facebook, Instagram, Twitter, Snap Chat, Viral Gains and earned media delivered 80,000,000+ impressions with coverage from NBC12 , KTVN News and Telemundo to name a few.
All told, the initiative educated millions and left a lasting legacy that is true to the mission of our partners at the High Line.
