RTO+P Elevates Black and Minority Owned Businesses with Innovative OOH Campaign

Philadelphia non-profit North Broad Renaissance and independent creative agency Red Tettemer O’Connell + Partners (RTO+P).

It’s always the right time to show off people and businesses working hard to strive through everything and anything. RTO+P is doing just that by supporting the businesses that shine like lights on the North Broad Street corridor, the historic, architecturally rich Philadelphia neighbourhood. RTO+P has partnered with North Broad Renaissance in collaboration with Temple University’s internal ad agency, Allotrope, to elevate Black and minority-owned businesses along North Broad through an innovatively conceived OOH and digital campaign. 

With Eds and Meds driving economic development, the corridor is increasingly becoming home to small businesses, technology, arts and culture and health establishments ready to complement the commerce, culture, and communities in the historic community. The campaign, “Come Shine with the Lights of North Broad,” highlights several organisations and business owners in the North Broad community using OOH and digital media placements throughout the city’s high foot traffic areas and well-known publications. Each billboard, poster and digital unit features a unique individual and organisation within the community, including that person’s role and business, ranging from Bizzy Bea Bridal owner Pamela Britt to Tropical Smoothie Café owners Luke Kirby and Rosalind Lindsey. Those individuals features span various industries, with everyone from contractors to nurses to small business owners, students and academics appearing.

RTO+P and North Broad Renaissance also worked with media partners including SEPTA transit stations and buses, Philadelphia Magazine, and Visit Philly to deliver discounted media buys. Offering its services free of charge, RTO+P has built a model that will allow for the continued option of pro bono marketing services to a select number of Black- and minority-owned businesses in the Philadelphia area every year.