Challenge
Every year, the Rappahannock Association for Arts and Community (RAAC) hosts an art tour – the Artists of Rappahannock Studio & Gallery Tour – where members of the local artist community open their galleries, studios and homes to art lovers from all over the VA, DC and MD area. In 2016, over 80 artists participated, making it the largest tour in the 12-year history of the event. Our challenge was to work with RAAC to generate awareness and drive interest in the weekend event through collateral, social media and buzz-building contests and promotions.
Insight
What makes events like this great is the experience of the new, not knowing what you’ll see and being delighted by the surprise.
Idea
Explore
We created a series of graphics that captured the feeling of driving through the Blue Ridge Mountains on a crisp fall day while viewing, and maybe purchasing, artwork of all kind. We started the campaign with a series of posters and then expanded it into a t-shirt, social graphics and a series of Facebook promotions and contests that built buzz into the opening of the tour.
Results
- 430% increase in social impressions
- 160% increase in social engagement
- Most successful tour to date: over 1,100 attendees (25% increase over previous year)