In Columbus, the city’s arts scene just wasn’t being promoted consistently or engagingly. In fact, editorial coverage by the New York Times and Huffington Post captured the depth of the arts landscape better than the city itself. Past efforts had targeted business leaders in hopes of a trickle-down effect to the masses. Our research led us to a different approach: unifying the city’s many arts organizations under one storytelling initiative, aimed directly at the ticket-buyers.
The people who create the city’s art have many compelling tales of imagination and inspiration. We zeroed in on these stories, highlighting the individuals who make up the community. Our rationale? The more audiences know about these musicians, painters, dancers, actors, and other artists, the more they’ll want to experience their work.
We delivered a comprehensive campaign that included a video series shown at events, on the campaign website, and in digital and outdoor ads all over Columbus. And we called on the arts community to use the tag #artmakescbus on social media, to help promote the initiative and to reflect the complete range of artistic offerings.
Web Views and Social Media Impressions