Menu

Dale Chihuly at Maker’s Mark

Chihuly at Maker’s, a temporary exhibition featuring the work of world-renowned artist Dale Chihuly, was to be unveiled at Maker’s Mark in late June 2017, featuring six, large-scale Chihuly-created glass art installations placed throughout the distillery grounds. Due to its relatively remote location, hosting well-attended, engaging consumer experiences has become increasingly important for Maker’s Mark to maintain positive distillery visitation numbers.

The Solution

Utilize targeted arts- and travel-focused media – most of which had never interacted with the brand before – to build awareness by sharing the beauty of the exhibit prior to its debut. Then engage local VIP influencers to maintain buzz and attendance throughout the exhibit run.

Event Awareness

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.

Media Outreach

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

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.

Maintaining Relevance

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.

 

Additional Media Outreach

To create an additional round of media outreach, a special Chihuly at Maker’s celebratory bottle was developed to announce that the exhibition dates would be extended. The bottles were hand-delivered in mid-October to each media member who attended and wrote about the exhibit’s opening event. This round of outreach resulted in another cycle of positive media coverage and social content.

The Results

The impact of <em>Chihuly at Maker’s</em> on distillery visitation was tremendous, introducing the brand to an entirely new group of visitors.

The impact of Chihuly at Maker’s on distillery visitation was tremendous, introducing the brand to an entirely new group of visitors.

Year-over-year visitation increased an average of 28% during the exhibit’s run, with August alone up nearly 40%.

Year-over-year visitation increased an average of 28% during the exhibit’s run, with August alone up nearly 40%.

Want to see more?

We’re happy to come to you. Opt-in below to receive Doe-Anderson news in your inbox.