To build pre-event awareness, a media-only preview day was held, where Kentucky-based media were invited to experience the exhibit before it was opened to the public. Instead of focusing only on traditional spirits media and influencers, a targeted group of arts- and travel-focused media were selected to attend the event. For some in attendance, it was their first interaction with the brand.
Attending media members were provided an extensive press kit on the exhibition, including pre-packaged B-roll footage, high-res photography, detailed descriptions of each installation on display and an in-depth bio of the artist.
Media coverage from the preview event was overwhelmingly positive, resulting in more than 11 million impressions and 24 unique news features from Kentucky media alone, where the vast majority of potential visitors would originate.
To maintain awareness throughout the exhibit run and build buzz among local, art-focused influencers, a select group of VIPs were chosen based on their visibility and credibility and invited to the distillery to view the exhibit for free during the prime-time Saturday evening Chihuly Nights events. Response to the VIP invites was brisk, and the resulting social media content, coupled with the initial round of media coverage, fostered a high level of awareness for Chihuly at Maker’s among all target audiences.
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