ABOUT

The Greater Newark Convention and Visitors Bureau tasked Palette Group with developing and producing a National campaign during a Global Pandemic. The key insight in our creative brief was "lead with the heritage and endurance of the community of Newark. We were able to tap the Mayor of Newark, Ras J. Baraka to jump in on an original score composed by local producer Roc Mangen Jr. He was joined by rapper, MoRuf, Violinist Bri Black, and vocalist Janetza. It was a coincidence that Amandla Baraka, the Mayor's daughter was tapped to Direct the final film. The GNCVB’s “Welcome to Newark” destination marketing campaign is intended to be ubiquitous throughout the NYDMA in :15 and :30 versions of the video through broadcast TV, radio, digital, social media, out-of-home, and other advertising platforms.