Innovative Brand Campaign Features Statue of University Crest

July 13, 2022

Typically, St. John’s University brand campaigns involve special signage that appears in high-traffic public spaces such as subway and train stations, bus stops, on traditional and digital billboards, and on various forms of public transit. This past spring, two longtime colleagues from the Office of Marketing and Communications collaborated on a unique idea that will benefit St. John’s for years to come.

Last spring, a free-standing statue featuring the University crest was unveiled at John F. Kennedy International Airport (JFK), greeting international travelers and announcing the presence of St. John’s to the world. Digital signage with the brand tagline, “St. John’s University: Education That Elevates,” was prominently displayed nearby.

Elena Damiani, Director, Media Planning in the Office of Marketing and Communications, noted that University President Brian J. Shanley, O.P., wanted to launch a new brand campaign in the fall of 2022, and was open to new concepts and ideas. Clear Channel Airports, a company specializing in media advertising hosted by airports, approached Ms. Damiani about opportunities for St. John’s to advertise in local airports.

“I thought if we’re targeting prospective students, parents, alumni, and even influencers, an airport can potentially reach all those groups, with the added bonus that while the campaign is technically local, you’re reaching people from all over,” Ms. Damiani stressed. However, instead of the more commonplace digital signage, she needed a tangible product to be featured in the space being offered.

Feeling this was a unique opportunity, Ms. Damiani began researching and brainstorming with colleagues on how best to fill that space. She approached Odaris Ithier-Olle, Creative Director for the Office of Marketing, with the idea of a statue—something iconic that would represent St. John’s.

“I had never been asked to do anything like this in the 33 years I’ve been at St. John’s,” Ms. Ithier-Olle recalled. “As far as doing design pieces this was the biggest challenge. I was nervous, but excited.” After some research, Ms. Ithier-Olle prepared several options, and she was pleased that the selected design of the freestanding University crest was replicated exactly as she created it by sculptor Matt LaFary of Expo Arts, LLC.

“I truly enjoyed working with the team at St. John’s,” Mr. LaFary said. “They came to us with a strong vision for what they wanted to create and were there to see it through every step of the way. We had to work through various design changes in order to facilitate budget, timeline, and even a venue change.” 

“I really wanted it to pop,” Ms. Ithier-Olle stressed, so lights were added to illuminate the crest, which stands on a base featuring the longstanding tagline for the University, “We are St. John’s.”

Ms. Damiani convinced administrators of the project’s viability by stressing its potential to live beyond the campaign. “We made sure it would be weatherproof so it could be featured prominently on campus, and it would be illuminated so you could see it at night.”

The statue was placed in the international arrivals area of JFK Airport for 12 weeks, and the response was overwhelmingly positive. Ms. Damiani received several positive messages across the University’s social media platforms lauding the statue and its placement. “As you’re walking through the airport you expect to see an advertisement on the big screen, but you’re not expecting to see a huge St. John’s crest. It really stands out.”

During the statue’s exhibition at JFK, the University ran two contests on Instagram. For one, contestants had to compare two images from the St. John’s display at JFK airport and spot the differences they found in the comment section. The post was liked nearly 3,000 times and over 400 people entered the contest. The winner received a $500 Delta Airlines gift card. The Snap and Share contest asked contestants who visited the airport to take selfies of themselves and the statue. The winner was a St. John’s alumna, who also received a $500 Delta Airlines gift card. 

Mr. LaFary added, “Elena and Odaris proved to be flexible, creative, and determined in navigating challenges. Their warm demeanor and positive outlook made a challenging project fun. It was great to finally meet them at the installation and see all the hard work come together in such a great-looking sculpture.”

Following its time at JFK the statue was brought by the Department of Campus Facilities and Services to Carnesecca Plaza on the Queens campus, where it now stands, serving as a beacon of welcome for all who visit, especially prospective students and their families who will come for Open House in the fall and Accepted Student Day in the spring. Ms. Damiani is also investigating other placement options off campus for the holiday season. “It’s been a really exciting project,” she observed.  

“Fr. Shanley knew St. John’s was more than it was getting credit for,” Ms. Ithier-Olle stressed. “And that’s why he wanted us to put our name out there and was willing to fund this unique project.”

Ms. Damiani and Ms. Ithier-Olle agreed that this statue will live long after the brand campaign ends. There is discussion around bringing the statue to the annual President’s Dinner, and moving it to the Great Lawn at Commencement for students and families to gather for photos.  “A brand campaign might last one to two years,” Ms. Ithier-Olle noted, “and then you have to start all over with a new concept. The statue will live forever.”