Challenge
The location of New York’s first settlement, Governors Island originally belonged to the colonial governor. In 1800, it was given at no cost to the Federal Government to allow for the defense of the country. When the Coast Guard ceased its operations in 1997, it left behind a 93-acre National Historic Landmark District and hundreds of buildings, many of which are historically significant. The challenge was for a coalition of civic and business leaders to create a high profile campaign that would ignite public support and influence the Federal Government to transfer the island back to the city.

Solution
Level M directed the national brand strategy around core American values. We developed a recognizable logo identity and full-spectrum of media collateral including advertising, signage, online press center, merchandise, and media kit. We produced a series of PowerPoint presentations to build the constituency.

Success
Reclaim Governors Island was broadcast on Good Morning America and local news. The campaign peaked with a 500-vessel flotilla, celebrity performances and political rallying at Battery Park. These efforts led to the formation of Governors Island Preservation & Education Corporation, Governors Island National Monument and Governors Island Alliance. Today, New York Harbor vessels still proudly fly the Governors Island flag.