Destination: SLU | South Lake Union

THE PROJECT

Summer in SLU: Destination SLU is a multi-month seasonal campaign designed to position South Lake Union as a travel-worthy destination. Through a mix of print, digital, and in-person activations, the campaign invites both employees and visitors to explore the neighborhood in playful, interactive ways.

Inspired by vintage travel aesthetics—passport stamps, luggage tags, and retro travel posters—the campaign creates a sense of curiosity and discovery throughout the summer. At its core is the Passport Program, which drives traffic to local retailers and events, supported by Stanley, the illustrated “flat SLU bird,” who extends awareness through signage, stickers, and unexpected moments around the neighborhood.

Now in its fifth year, Summer in SLU continues to evolve with fresh themes and expanding goals. The 2025 theme, Destination SLU, leans into the excitement of global travel while strengthening connections within the community and attracting visitors from neighboring areas.

OUR RESULTS

Performance

  • 64 days activated through neighborhood placemaking in South Lake Union

  • 21 days activated through Summer in SLU popup events, including crafting activities and bingo popups

  • Over 4K attendees across 6 popup events/series

  • 20 days activated through sponsored community events

  • Avg. 59% growth in YoY sponsored community event attendance

  • ~130K attendees across 4 sponsored community event series

  • 8 neighborhood locations activated through placemaking, popup events, and community sponsorships

  • 21 neighborhood passports completed with over 50% of participants visiting all 10 neighborhood locations and 157 total visits to neighborhood retailers

  • 9 neighborhood retailers engaged through Summer in SLU programming, generating over $15K in retailer sales

  • 40+ campaign assets spanning print, digital, and environmental applications

  • 328,396 organic social media impressions generated through 220 posts