Helping clients move forward by being over backwards.

The Kentucky Center Becomes the Hottest Ticket in Town

Objective

The Kentucky Center has been a Louisville institution for 25 years, but the increased presence of competing arts groups meant that the Center needed to find a way to stand out and amongst the throng. An aggressive media relations strategy was required to communicate the diverse program of shows, develop outreach beyond the usual audience, and cultivate positive media relationships with editors, writers and reporters.

Strategy

Tandem crafted a plan to drive interest in the Kentucky Center’s offerings through established relationships with local entertainment media contacts. The aggressive media outreach included arranging media interviews with performers, coordinating a government relations program to support state-funding initiatives and guiding the client on best practices for external communications activities.

Result

Tandem’s plan resulted in a constant stream of entertainment media coverage, with Kentucky Center shows gracing the cover of Louisville’s major daily newspaper weekend section a total of six times over an eight month period. Additionally, a constant stream of coverage in local publications and radio and TV program appearances provided a strong communications stream to support the Center’s offerings. As a result of these efforts – ticket sales during the 2007-2008 show season saw an increase compared to the previous year.