The idea was to generate buzz around Brooklyn Botanic Garden’s holiday ‘Lightscape’ installation while also laying the foundation for support of future installations at the Brooklyn Botanic Garden. The goal was to achieve 100,000 ticket sales when the installation was active from November 17, 2023 to January 1, 2024.
While creating the media plan, we had four considerations: reach and efficiency (utilizing channels with high visibility), geographic nuances (reaching our audiences where they consume media), added value potential (utilizing activations that drove earned media), and measurability (being able to track and attribute engagements and sales).
Our audiences included NYC residents and Tri-State tourists. NYC residents were segmented into culture and museum enthusiasts, families, couples and young adult groups, while Tri-State tourists were visitors during the holiday season.
Our multi-channel approach focused on high reach and frequency and driving earned media buzz through a diverse channel mix with awareness and conversion objectives. We activated search, display, video, social, and digital and print partnerships with New York City publications. Additionally, outdoor and experiential building projection tactics were used for city-wide coverage that resonates with diverse demographics.
Publication partnerships included publications like The New Yorker, Secret NYC, Hyperallergic, The Brooklyn Paper, Brooklyn Daily Eagle, etc. Outdoor ads were displayed in city stores and nine building projections were activated across Manhattan and Brooklyn.
The challenge was standing out among the numerous other holiday events in New York City. The experiential building projections were our way of emulating the installation and giving New Yorkers something they do not see everyday.
The campaign ran from October 9 to December 31, 2023, accumulating 10.1 million impressions, 114.4K clicks, and 81.8K website visitors. There were 49.5K conversions at an average CPA of $0.40. Lightscape sold 107,825 tickets, exceeding the goal, and Brooklyn Botanic Garden gained $3.075 million in net ticket sales.
