ENLIGHTEN at Meijer Gardens.
From name and identity, to internal messaging and external advertising, this campaign worked to bring awareness and drive ticket sales to the new ENLIGHTEN winter light show at Frederik Meijer Gardens & Sculpture Park Using traditional tactics, such as social media and digital advertising, plus larger than life installations and custom-illuminated billboard executions, audiences were intrigued and “enlightened.”
Results
Through our advertising efforts, Meijer Gardens had 85,000+ visitors to the inaugural ENLIGHTEN holiday experience—more than 40% higher than ticket sale goals and unprecedented results for a first-year event—and achieved year-over-year increase in visitors the second year with more than 95,000 guests. The media plan specifically drove more than 134,000 clicks and delivered more than 27 million impressions across the Greater Grand Rapids market
Scope:
“It was truly a massive success we could have only dreamed of for our first year. What we did as a team really garnered results.”
Carol Kendra, Chief Operating Officer, Frederik Meijer Gardens
