The Wilmington Arts and Entertainment Marketing Initiative: A Campaign by Mobius New Media to Promote Arts, Entertainment, Dining, Nightlife and Shopping in the City
An arts and entertainment revolution happening right in your backyard… Are you in?
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Surely you’ve seen those eye-catching “in Wilmington” billboards and ads with musicians, painters, actors and chefs doing their thing in front of a picket fence. Or maybe you’ve come across the two-page event calendars in various publications that list scores of entertainment and cultural events scheduled for the month.
The calendars, billboards and ads just hint at the depth of the Wilmington Arts & Entertainment Marketing Initiative, which was launched earlier this year. This multi-year effort aims at three major goals—exposing Wilmington residents and those in surrounding areas to the incredible wealth of arts and entertainment offerings in Wilmington, connecting arts organizations in new ways to create co-promotions and to help foster audience crossover, and creating an easy-to-use centralized place for patrons to find out about what’s happening in Wilmington at any given time.
The New Campaign
Fortuitously, there was a previous marketing campaign on which to build: the “in Wilmington” initiative, with the theme “Wilmington—in the Middle of It All,” was developed several years ago by the city to promote business in the downtown area. Mobius New Media —the agency executing and managing the campaign—extended that concept, changing the face of it with a new logo, and adding the catch phrase “In Your Backyard”—intended to illustrate just how accessible Wilmington’s arts and entertainment offerings are (thus the picket fence on billboards and ads).
Things are changing for the better, says Campaign Manager Brianna Hansen. “With game-changers like World Cafe Live at the Queen coming to town, new nightspots like the jazz club The Nomad, and a number of new restaurants opening downtown, Wilmington’s rebirth is accelerating,” she says.
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