Media outreach drives traffic to destination off the beaten track
The John Michael Kohler Arts Center looked to Buzz Monkeys to build regional awareness for its exhibitions. Through the Wisconsin Joint Effort Marketing (JEM) grant program, the Arts Center’s marketing efforts focued on attracting audiences from across the state and the region, including Illinois, Minnesota and Michigan. Buzz Monkeys worked to reposition each exhibition to tell the artist’s or artwork’s story in a way that was relevant and compelling to reporters and their travel audiences.
Through persistent media relations, Buzz Monkeys placed stories with countless regional and national outlets including the Minneapolis Star Tribune, Los Angeles Times and The Wall Street Journal. An Associated Press article on a recent exhibition received extensive regional pick-up, and monthly attendance nearly doubled when the show opened. In addition, Arts Center gift store receipts revealed an increase in purchases from zip codes in Northern Illinois.