The Huntsville Botanical Garden approached us for help in promoting their biggest show ever, a nine-week appearance of the The Wild - A Chinese Lanterns Festival. With limited support staff and a larger than usual budget for the non-profit Garden, plans were implemented a year in advance.
The festival includes over 100 life-size or larger silk lanterns of animals from across the world which are “enchanting in the daylight and magical in the moonlight”, a shadow puppet shows and a Kung Fu performances nightly, along with a Chinese market. The fabulous lanterns are illuminated at night making for a truly magical experience.
The Garden hopes to attract a minimum of 1500 guests each evening in addition to the daytime traffic and will be open until 10 pm on Wednesdays through Sundays during the festival.
TotalCom created a multi-media campaign of TV, Radio, Outdoor, Print and many aspects of social media and Digital advertising targeting markets within a 3-hour drive time of Huntsville. Major targets, in addition to the local market ,were Birmingham, Decatur, The Shoals, Nashville and Chattanooga. All materials were created well ahead of time to allow for approval by the presenting sponsor PNC. See below to watch the TV that was produced in-house with video provided by the show, and voice overs with Chinese music selected by our art directors. Visuals used for the print, outdoor and digital ads were also provided by the show which made advance design work possible.
With beautiful weather the first week, the show is off to a successful start and promises to be a big success for the fabulous Garden.
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