Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Objective 1: Drive significant local & regional buzz for the new Dalí Dome & the premiere of Dalí Alive 360° through a fun and interactive multi-week leadup to the opening. Working with community leaders and influencers to aid us in that local promotion, resulting in increased awareness and visitation. Objective 2: Drive national media placements that highlighted the opening and showcased The Dalí as a must-visit museum. The Dalí Museum’s Dalí Alive 360° is an immersive experience celebrating the life and creative genius of one of the most influential and inventive artists of the modern era, Salvador Dalí. Utilizing various strategies, we implemented our promotion via PR and social media, crafting fun, interest-piquing video and written content. There was already significant buzz around the new space and what it could be, which coincided perfectly with national and international media covering UFO sightings. This led to our initial concept: What is the Dome? Is it a UFO? To start, we created a content series around the Dalí Dome structure itself with the first video teasers asking local notables from Tampa Bay Rays, the City of St. Petersburg and OutCoast.com to coordinate timed posts on social media about guessing what they thought The Dome was. The Dalí then partnered with local media outlets as well as the local visitor bureau (VSPC) and the City of St. Petersburg to cross promote it. The second video featured St. Petersburg Mayor Ken Welch at a mock breaking news conference, upping the mystery and intrigue around the Dalí Dome. From there, we posed the question to the public via stories Q&A to get followers guessing. The content series allowed us to get coverage for the upcoming announcement of the new installation coming to the Museum, with an exclusive announcement in the Tampa Bay Times, followed by an official media preview, an opening day announcement and targeted media outreach and hosting post-opening.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Key Winning Results: Museum Milestones and Metrics - In August (Opening Month): With 90 percent awareness for the exhibit, Dali Alive 360° was the top motivation for visiting The Museum. - By the following month, we saw a significant local draw, as we had had targeted: locals made up 49% of all ticket purchases in September for this exhibit, which continued to be the largest draw for Museum visitation. - Additionally, in September visitation exceeded forecast by 10.2% and was up by 14.7% to last year (LY). - October visitation exceeded forecast by 20% and LY by 21.7%. - During the first three months of the exhibit, August through October 2023, 46% of visitors opted to add the exhibit to their Gallery Admission ticket. Media Coverage Media coverage for this campaign was significant and greatly exceeded expectations and goals set. Not only was the press invested in the teaser portion of the campaign, but also served as active participants in the announcement, as well as the official unveiling of Dalí Alive 360°. Media coverage included all local and regional TV stations, NPR and largest newspaper in the state, The Tampa Bay Times, as well as placements in national outlets such as Garden & Gun, Yahoo! and AOL. Results - Placements: Print and Online: 299 - Placements: Broadcast: 75 - Total Placements: 374 - Total Adjusted Impressions: 1,437,768,411 - Total Adjusted AVE: $18,208,042

Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?Since the budget for this campaign was extremely limited, we had to get creative. We leveraged local influencers as a means of getting the teaser and opening out via passionate local ambassadors that would amplify our messaging to our target audiences. The buzz generated on a shoestring budget was equivalent to campaigns with much larger marketing investments. In fact, it represents an approximately 300% positive return on investment. NOT FOR PUBLIC RELEASE: PR, content creation, video production costs: $15,000

Please select a budget range for actual budget including any agency fees and media expenses.

Please select a budget range for actual budget including any agency fees and media expenses.

Entry TitleDali Museum: Opening The Dalí Dome

DivisionPublic Relations/Communications - New Opening/Launch

CategoryPublic Relations/Communications

Classification