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PIL CURE – After 55 years, the Coconut Grove Arts Festival is still the nation’s preeminent event for art lovers from around the world. And even though it keeps growing and expanding every year, people were unaware that the Festival is always evolving to attract and delight all kinds of people. They asked us if we could help put the Festival back in the spotlight where it belongs and increase ticket sales leading up to the event.
Because the Coconut Grove Arts Festival is so much more than art – it’s also live music, great food, beautiful outdoor weather, and a chance to meet and mingle with friends, PIL created a campaign that highlighted the fullness of the festival. We addressed different segments with bold visuals and vibrant “can’t miss” colors that reflected the spirit and energy of the Festival. We also expanded the advertising and marketing timeline for the festival to allow more exposure to audiences throughout South Florida and beyond.
THE RESULTS – Thanks to a more visible call to action to visit the website for tickets plus an increased public awareness from outdoor media like street-light banners, bus shelters, Metrorail stations, and the Coral Gables Trolley – website traffic and event ticket pre-sales were up 20% over previous years. At the event, signage consistent with marketing materials reinforced the key drivers for the audience – art, food, music, family fun and created a strongly branded atmosphere within the Festival zone. The organizers have already contracted with PIL for next year’s festival, hoping to expand on 2018’s excellent results.