The health system formerly known as North Shore LIJ revisits themes launched in last year's rebranding effort.
On New Year's Day 2017, Northwell Health celebrated a year of rebranding with a sequel to its 2016 "Happy Birthday" ad.
Last year's television commercial, which aired in New York, New Jersey, and Connecticut during Super Bowl 50, celebrated Austin Joseph Sparacio—the first of more than 40,000 babies that would be born at a Northwell hospital in 2016.
That ad served as the cornerstone of "Look North," the campaign created by the J. Walter Thompson New York ad agency to drive awareness of Northwell's transition from its former name, North Shore LIJ Health System.
Northwell Health Gets its Super Bowl Moment
On January 1, 2017, Northwell began airing a 30-second TV spot that celebrates the first birthdays of both Austin and the Northwell Health band. In the commercial, baby Austin plays with blocks, takes some wobbly steps, and opens birthday presents with his family.
The ad campaign directs viewers to a Northwell Health webpage where they can learn more about the 21-hospital, metro New York-area health system. The campaign, which includes the TV spot, digital ads, and social media, will run through mid-February.
The effort aims to build on the success of the 2016 rebranding campaign: Northwell website traffic has increased to 1.5 million hits per month, and online appointment bookings have increased 80% in the past year, according to the health system.
In addition, consumer recognition of the Northwell Health name has surpassed that of the North Shore LIJ brand in the health system's core markets of Nassau, Suffolk and Westchester counties and the boroughs of Manhattan, Brooklyn, Queens and Staten Island, Northwell stated.