The Story Behind That Huge Picture of the Pope
September 9, 2015
If you happen to be one of the thousands—or perhaps millions—walking through 30th Street Station in Philadelphia this month, you may happen to pass a 70-by-50-foot ad featuring the world’s most famous Jesuit.
How does an ad like that come to be? And what was Loyola University Maryland’s role in helping make it happen?
Well, it all started back in April when the chief marketing and communication officers from most of the U.S. Jesuit colleges and universities gathered at Loyola University Maryland for an annual conference hosted by the Association of Jesuit Colleges and Universities (AJCU).
During a session on the plans for the first Jesuit pope’s visit to the United States, the conversation focused on the fact that millions of people would be traveling to Philadelphia to meet him—and that this moment offered an opportunity both to welcome Pope Francis to the U.S. and to speak about what being Jesuit means.
Through a wonderful coincidence, before the pope’s visit had been announced, St. Joseph’s University had purchased the ad space in the Philadelphia train station for September—and generously offered to sell the slot to the AJCU schools.
Then representatives from 10 institutions partnered with AJCU to create a marketing and communications plan—including a tagline, budget, and social media plan.
Bolstered with input from many colleagues at other institutions, the ad concept was created and the art was designed by Loyola University Maryland’s office of marketing and communications.
That fantastic, dramatic photo? The one millions of daily commuters and pilgrims on the trip of a lifetime will see this month? It was taken by Emily Griffin, a 2014 graduate of Loyola, who was studying abroad in Rome when Pope Francis was elected.
As the ad says, transformational leaders are #JesuitEducated.