Not your garden-variety marketing campaign
Creativity in full bloomHeld annually for the past 34 years, the Antiques & Garden Show of Nashville plays host to some of the highest-caliber antiques dealers and horticulturalists in the country, including high-profile guest speakers like bestselling author Ina Garten. Accordingly, the marketing for the event needed to be just as spectacular as the show itself.
To begin, we were assigned legendary English china pattern Herend as the visual thread for the show, as well as a theme of “Welcome to Beautiful.” From there, we were off to the races.
While exploring the intricate nature of the floral design, we discovered an “Easter egg” in the butterfly motif. We captured the butterfly both literally and figuratively to portray the event as one of wonder in flight and fancy. The butterfly came to life in digital banners, in print ads, in outdoor boards and even in the ground (an invitation printed on plant-able stock).
In addition to the design work, MP&F developed an email strategy and cadence to keep attendees and potential attendees up to date on the latest show news. In all, MP&F assisted with writing, building and distributing 17 emails from August to January. The emails had an average open rate of 57.7%, massively outperforming the industry average.
The 34th annual event became the best-attended show in its history, while also raising record revenues for the nonprofits it serves.