When Centinela Freeman Regional Medical Center – Marina Campus was sold to a new health care organization, its name was changed to Marina Del Rey Hospital. Soon after, the hospital’s marketing department asked for assistance with its rebirth. Not only had the name changed: The hospital was being renovated, new and notable doctors were accepting positions, and the level of care had risen dramatically from the previous ownership group. Prior to the name change, the hospital didn’t have a good reputation in the community.
Re-branding, or in this case, branding the new Marina Del Rey Hospital was underway. After interviewing doctors, staff members and the executive committee, creative briefs were generated. The primary message that needed to be delivered to the community was that there was just as much substance as style behind the new ownership group. Hence the tagline, A new wave in health care. Once approved, the remaining components of the campaign were created and executed over a period of one year, all at a feverish pace. Community response was overwhelmingly positive. View the gallery below for a glimpse of the campaign.
Media channels included print, direct, outdoor, online, radio and social.