Cherry Creek Arts Festival
Challenge: Develop a unique event theme and brand every year and increase event attendance, artwork and merchandise sales.
Client Challenge
The Cherry Creek Arts Festival is a Denver, Colorado’s signature summer event. The show takes over the streets of Cherry Creek North shopping area and attracts nearly 400k visitors. Their marketing plan called for a distinctly different theme and visual identity every year and they struggled to keep it fresh.
This represents the second and third years of our work. Our second year, we developed the ‘ART! That’s the point.’ theme. Our third year theme was ‘A world of art in your own backyard’. In all years, we executed an integrated marketing campaign including advertising, direct mail and collateral.
Our Marketing Solution
We concepted and created a compelling new theme every year to make each festival distinctly memorable. And we executed our integrated marketing plan, which included:
Marketing plan development.
New theme and brand identity to distinguish events from past years.
Merchandise marks and designs for shirts, hats, bottles and other items.
Print, TV, radio and outdoor ad campaign creative development and media placement.
Direct mail with postcards.
Invitations for donors and corporate sponsors to fundraising events.
Brochures, event programs and flyers.
Website enhancements and support.
Results
During our agency’s four-year tenure, the festival’s attendance and sales were stronger than in any past years:
Over 380,000 attendees on average annually - the most ever.
10% average increase in art sales.
12% increase in merchandise sales.
Attendance by corporate sponsors and donors at VIP events exceeded goals.
Benchmark surveys revealed a higher level of local awareness about the event than past years.
2006 Campaign Theme: ART! That’s the point.
2005 15th Anniversary Campaign Theme: A World of Art in Your Own Backyard