Opportunity: In April 2013, Ad Lounge and TC Media were planning to host “Art from the Unexpected”, an event that commissioned works of visual art from 20 high-profile marketing and media CEOs and business leaders with the proceeds benefiting the community-based arts initiative SKETCH. Strategic Ingenuity was enlisted to create awareness about the event and help maximize attendance.
Solution: Because this was an advertising industry event it was key to strategically target media. Art pieces and participating CEOs were selected for profile to represent the array of talent involved and the themes of creativity and community the event was trying to convey.
Resulting coverage featured interviews with several participants and appeared in Marketing Daily AM, Strategy Online, Media in Canada, Torontoist, etc. reaching 344,203 readers/unique visitors. Content was shared in over 450 tweets and via Facebook, LinkedIn, and Google Plus.
Results: Art from the Unexpected sold out and raised $22,000, exceeding its fundraising goal by 10 percent.