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Philadelphia’s Magic Gardens

Hospitality PR

1.9M

earned media impressions

7%

increase in attendance from 2017

60,000

Instagram Story views

The Evolution of a Rebellion

Philadelphia’s Magic Gardens (PMG) is one of the world’s most treasured art environments, welcoming hundreds of thousands of visitors to its iconic Gardens every year. PMG engaged BG to drive awareness and traffic to the special art exhibitions, highlight the Gardens’ unique programming and values and raise the profile of the Garden’s staff.

Telling a More Holistic Story

Due to the abundance and varied natured of stories to tell, BG developed a multi-pronged media relations strategy that targeted lifestyle and art reporters and Spanish-speaking media to promote the four special exhibitions. At the same time, more mainstream and business press were targeted to promote specific aspects of the Gardens and highlight the work being done by key members of PMG’s staff. This approach allowed for a more holistic story to be told.

In addition to traditional media outreach, BG facilitated introductions to key stakeholders in the Hispanic and artistic communities.

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Uncovering the Magic of the Gardens

This approach resulted in 31 strong media placements and nearly two million impressions, in both English and Spanish, and increased visitor attendance numbers over a seven-month period. Stories ranged from topics including upcoming exhibitions to a detailed account of the PMG preservation process to profile pieces on prominent members of the PMG staff.

Other highlights included:

  • A 30-minute TV special on WHYY’s “Friday Arts” program
  • An exclusive Visit Philly Instagram and Snapchat tour that garnered 60,000 views on Instagram Stories and 2,000 views on Snapchat

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