Baton Rouge media companies launch ‘Back to Business’ campaign 

With pandemic mitigation restrictions easing, it’s time for the Capital Region to get “back to business.”

An unprecedented partnership of 33 media and other firms has launched an extensive multimedia campaign encouraging the community to re-engage and support local establishments, companies and artists, which is critical to a strong economy.

“Back to Business” is the theme of the campaign, created by branding, marketing and advertising agency MESH. Taylor Bennett, MESH CEO and chief creative director, says the campaign comes as Gov. John Bel Edwards has announced the community will be moving to phase one under the White House COVID-19 guidance, allowing businesses to reopen under certain conditions.

“We’re all excited as a business community to get back to business, and this campaign is meant to simply promote that excitement while also reminding the Baton Rouge community to stay safe and healthy,” Bennett says. “There are 33 partners who have donated time, resources and media space for this effort. As always, our community pulls together through adversity, and we will come out stronger.”

The campaign will include print, TV, outdoor, radio, digital and social media with an estimated value of more than $250,000, all donated by campaign partners.

Rolfe McCollister and Julio Melara, who publish Business Report, 225 and inRegister, contacted media owners and executives in town and invited them to join the effort. 

“We got 100 percent participation,” McCollister says. “Everyone gave an enthusiastic ‘yes.’ It was so impressive to see the Baton Rouge media and others come together to help. It speaks volumes about our community—and their generous spirit to support local businesses.”

The partnership comprises 29 media properties and four other firms. Those participating are: 225 magazine, The Advocate, Baton Rouge Area Chamber, Central City News, Country Roads magazine, COX Business/COX Media, Cumulus Radio (includes Alt 92.3, Classic Hits 103.3, Q 106 dot 5, Max 94.1, Heaven 1460 AM), Ford Sound Design, FOX 44, Gatorworks, Greater Baton Rouge Business Report, Guaranty Media (includes Eagle 98.1, 100.7 the Tiger, 104.5 ESPN, Talk 107.3), iHeart Radio (includes WJBO, WFMF, WYNK, 96.1 the River), inRegister magazine, Lamar, LPB, MESH, NBC 33, Parents magazine, WAFB Channel 9, WBRZ-TV, The Weekly Press and WRKF 89.3.

All of those involved in the campaign are pleased to see doors opening again for phase one and many getting back to business—but also prioritizing the safety and protection of their customers and employees.

A campaign website created by Gatorworks, backtobusinessBR.com, allows users to download a printable sign with the logo that can be displayed in a store, office or home window so the entire community can join the campaign. The hashtag #b2bBR can also be used to tag local business promotions and involvement in the campaign.

The campaign will begin to roll out this weekend. It will continue in stages through July. For more information on the “Back to Business BR” campaign, contact Taylor Bennett at taylor@meshbr.com

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