Getting marketing and PR mileage out of an event sometimes takes some ingenuity. Big, splashy events with celebrities, music, celebrations, food – and sometimes all of the above – have a certain built-in traction that makes the job a bit easier. But what do you do when you’re marketing something that is still somewhat intangible – a residential project that won’t be completed until January 2015 – by painting a huge public art mural that takes 15 days? There are milestones you can get the media to cover and the public to take interest in: that first dash of color on the bricks, and the final touches when it is complete.
But how do you remind people of the scope, of the breadth, of the magnitude – and then show it to people who never even knew it was happening? And keep it out there to continually show prospective residents, the ultimate reason the investment was made in the first place?
Time lapse photography and a drone.
The final result is a video that is sharable, portable, and allowed the artist, the client, the city, and fans to make it a viral gift that keeps on giving:
Kelly Mayfair Owens/Alchemy Communications