Orange County Public Art Awareness Campaign
Situation:
All throughout Orange County, hundreds of unique pieces of art are on display to the public, yet their beauty has seldom been noticed. The Orange County Government Arts & Cultural Affairs has opted to engage in efforts to raise the esteem for these unnoticed treasures. They wanted to raise public awareness of the overall benefits that these art displays have on their citizens. Not only were these art pieces adding beauty to many places but they were also acting as a source of revenue.
Strategy:
In response to Orange County's efforts, Ron Sachs Communications has created a multi-prong campaign that not only targets the general public but art enthusiasts and niche groups as well. Some of our unique approaches used to heighten the art awareness ranged from utilizing earned media, to running a special event, to letterboxing.
Outcome:
Our tactics not only generated positive earned media coverage in the Orlando Sentinel but in multiple national trade publications as well. The Great Public Art Challenge, our scavenger hunt that took place in downtown Orlando, proved more than successful with the amount of people in attendance. And our letterboxing campaign has gone beyond the reach of local citizens and has betrothed the interests of both national and international tourists.
