Client:
BALBOA PARK CULTURAL PARTNERSHIP
Objective:
We had the privilege of creating an opportunity and program to inspire significant awareness and support, for the truly awesome Arts and Culture organizational establishment of San Diego County…….A CITY CERTAINLY RANKING IN THE TOP 10 CULTURALLY ABUNDANT CITIES THROUGHOUT OUR COUNTRY. This was a major undertaking, with messaging involved for all cultural organization large and small. The program named: ACCESS TO AWESOME, was created. IN THE BEGINNING OF OUR PLANNING, WE KNEW WE REQUIRED A MAJOR MEDIA PARTNER TO WORK WITH US, PRO BONO, AND SUPPORT THIS CAMPAIGN COUNTY-WIDE. JACK M. BERKMAN ESTABLISHED A 4-MONTH RELATIONSHIP WITH THE SAN DIEGO UNION TRIBUNE WHO AREED TO BE OUR PRINT PARTNER.
Campaign:
RUN ½ PAGE ADS IN U-T NIGHT AND DAY SECTION AND SUNDAY LOCAL SECTION. THE VALUE OF THIS CAMPAIGN ARRANGED BY MR. BERKMAN WAS OVER $250.00 IN DONATED AD VALUE. THE PUBLIC RELATIONS CAMPAIGN TO ESTABLISH THE COUNTY-WIDE AWARENESS OF: “ACCESS TO AWESOME” A 4 MONTH PR CAMPIGN INTRODUCING A NEW PROGRAM OFFERING FREE ATTENDANCE TO ANYONE REGISTERING AT OUR SITE, TO OVER 65 MAJOR PERFORMING ARTS, MUSEUMS AND GALLERIES COUNTYWIDE. THE GRAD PRIZE IS ATTENDANCE TO ANY OF THE AFOREMENTIONED LOCATIONS FOR 1 YEAR! PR TO THOROUGHLLY INFORM THE ENTIRE SAN DIEGO MARKETPLACE WITH PRINT, BROADCAST, SOCIAL MEDIA ON THE EXISTENCE OF “ACCESS TO AWESOME”.
Results:
NEARLY 25K SAN DIEGAN’S REGISTERED FOR FREE TICKETS.
Brief:
This truly amazing community “ARTS+CULTURE PROGRAM” lasted for four months and ended just when the COVID 19 pandemic became real. We had a fantastic run however, with tremendous support from the journalistic community to Access To Awesome! We had over 50 print and broadcast stories alone, not counting the hundreds on social media. We blanketed the entire SAN DIEGO County marketplace with this story arranging interviews in all media with Mr. Peter Comiskey, Executive Director of the Balboa Park Cultural Partnership. The awareness of this special program was dramatically expanded by the extraordinary partnership with the San Diego Union Tribune. They build all the ads in house, and gave us over $250K in paid advertising for FREE. This may have been one of the most successful community awareness campaigns in many years, with the support of over 65 top-tier community cultural organizations in participation.
As a special opportunity, in the middle of the aforementioned campaign, we were given the occasion to position and promote “Balboa Part TV” a first of its kind TV program, encompassing the entire story of Balboa Park. The photography was just magnificent and the storyline highly compelling.
We earned dozens of stories in nearly every print publication and TV station in San Diego. Once again, while he was not the host of Balboa Park TV, Mr. Peter Comiskey served as our spokesperson.