Fall for the Arts | Brevard Cultural Alliance | Campaign Design and Development

Cultural Destination Marketing * Print Campaign * Online Campaign * ADDY Award Winning

Project Fall for the Arts
Audience Media, Hotel Frontline Personnel, Arts Patrons, General Consumers Less Likely to
Attend Cultural Events
Focus Building better partnerships for the arts with major regional media and area
hoteliers/tourism co-op groups; bring attention on offerings by arts/cultural
current seasons; and ongoing support for arts/cultural infrastructure as integral to
quality of life.
Situation Season ticket sales are down nationwide; yet destination marketing in the
arts/tourism sector is a strong contender for future growth. In order for that to
occur, a strong arts and cultural community must exist and thrive.
Strategies/
Tactics:
Experiences count. We know that when people experience an orchestra’s live
performances, they are more inclined to participate in another event or concert.
Fall for the Arts offers the opportunity to actually sample arts and performance,
which also had the likelihood of garnering more interest from the media.
One of our primary goals, however, was a bit more strategic and aimed at hotel
frontline staff, those most likely to be asked the question over and over again:
What is there to do around here? We wanted to give them arts/cultural options
for answering that question. Connecting hotel frontline personnel and arts
providers is smart business. We encouraged hotel managers to stay back at the
property and send their customer service personnel to the event.
To enhance the media proposition and connect reporters with arts marketing
personnel for information all season long, a VIP reception was held for media
only.
Results/
Achievements:
Over 40 arts groups, working side by side for the success of this endeavor, handled
the operational work of pulling it off.
Getting media attention regionally, reaching outside the county gave a short term
boost to tourism from nearby counties and a season boost to arts groups,
encouraging people to make the drive.
A longer reach was also achieved with online banner campaign and links to major
tourism sites. In editorial, the arts and culture are now more often acknowledged
as a contributing part of our economy and as a critical component in painting our
picture as a thriving community.
The campaign won Best of Show—Campaign in the American Advertising
Federation ADDY Awards competition.

Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’

Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas.