A Local Event Turned National Celebration
Perhaps the most storied romantic road in American history, Historic Route 66 had an official start in Chicago, but no official end; rather, numerous disputed ends. Multiple organizations, including the Route 66 Alliance, the Santa Monica Pier Restoration Corporation and the Santa Monica Convention and Visitors Bureau, asked the agency to organize a campaign and event to finally give recognition that the official end of Route 66 belonged to the iconic Santa Monica Pier.
The Pier and Route 66 used history to their advantage as a way to engage local community members to rally for the preservation of these landmarks. A parade of 66 vintage cars drove down the Pier, where dignitaries unveiled a replica Route 66 sign, marking the official end of the route.