Overview

alPunto Advertising took charge of LACMA’s first dedicated Hispanic effort and helped increase its awareness in a 360 campaign.

Industry:Arts/ Entertainment
Services:Radio, TV, Digital Social Media, Grassroots
Challenge:To increase awareness of LACMA among the Hispanic target.
Solution:In top Spanish stations in the market, radio spots, DJ mentions, and generic LACMA PSAs were conducted. In the top Spanish TV station networks, entertainment show interviews and contest mentions were completed. We created online banners, a landing page, contests, and email marketing (e-blasts). Posts were done on the LACMA Latino Facebook page, blog posts by top Latina bloggers in the nation, and ongoing Tweets were prepared. Established partnerships with Hispanic focused retailers, consulates, colleges, and other organizations and businesses. Helped sponsorship of a private concert, which included flyer distribution and contests.
Results:By the end on one year, LACMA awareness increased by 10%, LACMA visitation increased by 13% (among Spanish preferred, up by 36%), Visiting with family/friends replaced school trip as the top reason for attending, and LACMA being welcoming to Latinos increased by 47%.
DIGITAL/SOCIAL VIEW