MARKETING GOES BIG

Expanded marketing efforts to reach new areas and neighborhoods in San Diego County.

THE PROJECT

Traditional print media only goes so far. Not everyone is subscribing to newspapers or magazines, or picking up the latest issue with their coffee.

Enter Big Marketing: a trolley wrap for the 2016–17 season, and then back to billboards for the 2018–19 season. The Opera had stopped using billboards prior to nearly shutting down in 2015, and with a healthier budget and negotiating, able to reengage that type of marketing in prime locations such as Hillcrest and North Park.

HIGH LEVEL TIMELINE

2016 saw an in-kind donation from MTS in support of SDO's "Opera on Track" program, which brought a trolley wrap into the deal for advertising the season.

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2018 brought billboards back into the marketing budget, as long as prime locations could be secured (they were).

MAKE OF THE TEAM

As the sole designer supporting the entire organization, I was creative director and designer for both of these large projects. Support from our Corporate Partnership director secured the deal for the trolley wrap, and the Director of Operations negotiated for the billboards.

KEY GOAL

Broaden the marketing reach of San Diego Opera: the trolley

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©2019 Kristin B. Powers