Project: Traveling Exhibition Profiling Princess Diana and the Royal Photographer
Objective: SBX approached us with an ambitious project: to create and operate a traveling exhibition that would debut in major U.S. markets in Q3 2021 and then tour the U.S., Canada, and several international locations over the coming years. The exhibition was to profile the life of Princess Diana, her sons, and the two generations of Royal Photographers who captured their journey.
Our initial engagement focused on branding, but as the project evolved, an opportunity for artistic direction emerged—and we seized it.
Challenges
Initial Situation: The exhibition was set to launch just as the world was emerging from the most intense phase of the pandemic. People had been isolated in their homes for over a year, with out-of-home activities virtually nonexistent.
Realization
As we delved into the project, we recognized a key insight: during their time at home, people had been binge-watching television shows, particularly mini-series and docu-series, at unprecedented rates. This insight led us to propose a novel concept—a walk-through documentary exhibit. By merging the worlds of binge-worthy content and physical experiences, we believed we could entice people out of their homes and into a safe, entertainment-driven experience centered around an icon they adored.
Strategy and Execution
Branding and Marketing: The branding, marketing, and promotion strategies were elevated through a comprehensive advertising campaign that utilized both traditional and digital media.
- Traditional Media: The exhibition garnered significant attention, with features in major outlets like People Magazine and Entertainment Tonight, among others.
- Digital Media: Instagram and the exhibition’s website were instrumental in driving ticket sales. We also leveraged Key Opinion Leaders (KOLs) across social platforms to boost awareness and engagement.
Results
The campaign was an overwhelming success. In its first year, the exhibition sold out multiple times each week, recouping the initial investment within the first six months.
Now, 3.5 years later, the exhibition continues to make stops around the world, remaining a sought-after experience for audiences globally.
Introduction
SBX approached us about creating and operating a traveling exhibition that would first touch down in major US markets starting Q3 ‘21, and would continue to tour the US, Canada, and several international markets over the coming years.
The exhibition will profile the life of Princess Diana, her sons, as well as the two generations of Royal Photographers who were with them every step of the way.
Our initial engagement with SBX was around branding but as the process continued an opportunity for artistic direction presented itself and we jumped on it.
Challenges
Initial Situation: This exhibit was launching as we were coming out of the most intense portion of the pandemic. People had not been participating in out-of-home activities in over a year.
Realization
One of the things that was abundantly clear was during people's time at home they were binging television shows, specifically mini-series, and docu-series like it was nobody's business. This led to us proposing the concept of a walk-thru documentary exhibit. The merging of these two worlds felt like it would be a safe invitation for people to leave the comfort of their havens and explore an entertainment driven experience with an icon they loved.
Strategy and Execution Development
The branding, marketing and promotion was all elevated by the comprehensive advertising strategy that relied on both traditional and digital mediums.
In traditional media we were featured in People Magazine, Entertainment Tonight, and every other media outlet you could imagine. For digital; Instagram and the website were major drivers of ticket sales. We also leveraged many KOL’s (Key Opinion Leaders) to push awareness.
Results
In the first year the campaign was sold out multiple times a week. It returned the initial investment of the project within the first 6 months.
3.5 years later the exhibit is still making stops around the world.
