CASE STUDY: LuminoCity
First light festival in NYC: Pre-Launch Campaign
This winter, a festival of lights came to NYC; joining the ranks of Rockefeller Center and The Rockettes as one of New York’s must see holiday experiences.
LuminoCity Festival featured over 16 acres of spectacular, larger than life light and art installations for teens, parents, and families to enjoy. But beyond lights, there was also holiday shopping, food and drink, activities, and performances/shows.
This was the first ever lantern light festival of its kind on Randall’s Island.
With opening day on November 23rd, AMP3 first set out to execute a pre-launch campaign aimed at building awareness (this was the festival’s first year) and buzz leading up to the official opening of the festival. It was also our mission to differentiate LuminoCity from the other lantern and light festivals in the area.
Focusing on “faceless” instagram accounts and regional media, we began with introducing and educating the public about this new festival (who, what, when, where). From there we narrowed in on the different story elements to continue creating buzz and excitement, such as: cultural elements, BTS production, proximity to Manhattan, food vendors, workshops, family & parenting & more. This enabled us to keep the festival interest fresh leading up to the opening.
In order to capture their own content, we planned a Press Preview event the day before the opening for select media so that they could gather photo and video before the public had access. Confirmed that attended and covered the preview and opening included for the press preview includes the NY Post, Telemundo, NBC, Good Morning America, and more.
Throughout opening, AMP3 continued an always on PR approach, garnering ongoing media hits. We also acted as crisis communication consultants when needed.
Secured placements in regional & culture publications including TimeOut NY, NY Times, CN Traveler, Red Tricycle, MSN, USA Today, DoNYC, New York Post, NY Daily News, TimeOut Kids, Thrillist, Gothamist, and many more.
TONY announcement resulted in $120K+ in ticket sales, 1800 shares, 1200 comments.
Total Media Impressions to date: 13.7B.
Secured broadcast placements on local and national networks such as FOX, NBC, PIX11, NY1, ABC, CBS, etc.
Built awareness in the social media space by securing influencer partnerships and new media (faceless pages) in the pre-launch campaign.
Total Potential Social Reach: 6,584,974.
Surpassed ticket sale projections and had multiple sold out nights.