National PR & Influencer Marketing Campaign (2024)
Learn how we boosted sales for thousands of museum stores across the U.S. with a creative, results-driven museum PR and celebrity influencer marketing campaign earning coverage in the Wall Street Journal, Los Angeles Times, CBS and 200+ other media outlets.
Every year on the Sunday after Thanksgiving, thousands of museum stores across the globe participate in Museum Store Sunday to connect with shoppers seeking unique and locally made gifts. Launched by the Museum Store Association in 2017, the annual shopping initiative aims to educate the general public about museum stores and their far-reaching impact during the busiest shopping weekend of the year, as proceeds from purchases support artists, small businesses and cultural institutions in shoppers’ own communities.
We were proud to collaborate with the association again in 2024 after launching a record-breaking campaign for its 2023 event. Our museum PR strategy earned more than 200 pieces of coverage across TV, digital, print and radio outlets with an advertising value equivalency (AVE) of $6.8 million based on 18.4 million estimated media impressions—up from an AVE of $1.39 million from the previous year’s campaign.
We distributed two press releases as part of Museum Store Sunday’s 2024 campaign: The first press release announced the event’s 2024 date, new tagline and focus on supporting local artists, businesses and communities, and the second press release announced the initiative’s collaboration with Taylor Tomlinson.
Our creative story angles and personalized pitches earned coverage for the client in high caliber national publications like the Wall Street Journal (print and online), U.S. News & World Report, CBS and Thrillist. Features in two Wall Street Journal gift guides directly correlated with double-digit sales growth for multiple museum stores, while the Thrillist feature prompted additional media coverage in local markets.
In addition to multiple mentions and a full-fledged feature in the Los Angeles Times, Museum Store Sunday was covered by several well-respected city newspapers across the U.S., including The Boston Globe, The Seattle Times, Arizona Republic, Indianapolis Star, Milwaukee Journal-Sentinel, New Orleans Advocate and Louisville Courier Journal. MSN, Yahoo and AOL republished some of these articles, greatly increasing the campaign’s reach.
The annual shopping initiative was also featured in TV segments in other markets across the country, including Phoenix, Denver, Sacramento and Helena. As a result of the museum PR campaign, we encouraged tens of thousands of audiences to shop with purpose on December 1—and record-breaking sales numbers from several museum stores reflected the impact of our thoughtful strategy.
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