The Antiques & Garden Show of Nashville is the longest-running and most prestigious event of its kind, blending antiques, design, and horticulture to support local charities, including Cheekwood and ECON Charities.
The Antiques & Garden Show of Nashville isn’t just an event; it’s a 35-year cornerstone of Nashville’s cultural and philanthropic calendar. When they came to us to celebrate their milestone anniversary, they needed a brand evolution that honored their past while driving the future forward.
The Challenge
Honoring 35 Years While Cultivating the Future
With three decades of history, the Show faced a classic challenge: how to respect tradition while evolving the experience for a new generation. They needed a 35th-anniversary campaign that felt fresh, immersive, and impossible to ignore, all while driving ticket sales and reinforcing their deep philanthropic commitment to the Nashville community.
The Work
Designing a Milestone Experience
We developed “Cultivating Home – Life Well Tended” as the 35th-anniversary theme, weaving a sense of nostalgia with modern energy across every touchpoint. This wasn’t just a marketing campaign; it was a total brand refresh. We built two fully distinct websites—an evergreen site for year-round storytelling and a theme site for show-season engagement. Our team managed a massive volume of collateral, including a 120-page special edition catalog, and orchestrated a targeted, multi-channel advertising strategy that utilized everything from airport billboards to creative, garden-inspired digital placements.
The results
Record-Breaking Engagement
The strategy delivered measurable growth across the board. Total website traffic increased by 31% year over year, with 129,000+ sessions during the season. Our email marketing campaign saw massive engagement, with over 169,000 opens and an average open rate of 61.61%. From digital billboards to direct mail, the campaign successfully amplified the Show’s impact, securing its position as a premier cultural destination for years to come.
31% Increase in site traffic (YoY)
129K total site sessions
169K email opens
This is a slideshow of images and captions. Use the arrows following the image section of the slideshow to navigate through the slides.
