A few years ago, at the end of October, we had quite a discussion about a certain Polish clothing brand advertisement and photos taken at a cemetery. That advertisement wasn't about the cemetery at all, but... what if it was? How would you advertise a cemetery?

Lake View Cemetery in Cleveland is 150 years old. On its website, it states that it organizes funeral services for people of all races and religions. It also strives to preserve this historic site and nationally recognized landmark in the best possible condition, creating a welcoming environment for grieving families and conducting educational programs. Lake View Cemetery sees its vision fulfilled in maintaining memory and respect for tradition, service and respect for the present, and preserving heritage for the future.

Lake View Cemetery is stunning. It's both a cemetery and a tourist attraction, a place of eternal rest and earthly respite for many people. Its outdoor campaign is currently running in the USA.

The main goal of Lake View Cemetery Association was to build a brand that celebrates life. Known as an elite cemetery (it's the final resting place of James A. Garfield, the twentieth US president who died in 1881 from a gunshot wound, and billionaire John D. Rockefeller among others), visited for its beautiful historic monuments and arboretum, it says: "Yes, a president and a billionaire rest here. But everyone is welcome."

In the unique, beautiful, historic setting of the cemetery chapel, annual fun runs are held under the banner "Run Through History “, bringing together people of all ages. (Of all ages. Indeed!). In the chapel itself, you can get married or renew your wedding vows. Can you think of a better place to hear the words 'till death do us part”?

Lake View Cemetery - What are the Advertising Slogans?

Well, the advertising slogans reference life, calendar events, the cemetery's openness to visitors and, shall we say, permanent residents:
"Happy July 4th! It's amazing to celebrate one birth.“
"There are no conditions to join us. Well, maybe just one.”

At one of Cleveland's busiest intersections, DOOH screens display slogans comparing traffic challenges to ultimate problems:

"Think rush hour lasts forever? You don't know the half of it."
"Everything must come to an end. Even traffic jams."

"I know it's definitely an unexpected approach, advertising a cemetery outdoors. But we were consistently encouraged to find new ways to give our client a voice in, you know, life matters." - said Steve McKeown, creative director at Brokaw agency, which brought to life - I use this word intentionally - Lake View Cemetery's communication.

Source and photo: oohtoday.com