Chautauqua Institution

Experience Chautauqua

Challenge

Take a 60-minute PBS documentary and turn it into an interactive online marketing opportunity to build brand awareness and draw current and prospective vacationers to the Chautauqua Institution, a unique lakefront community in Western New York.
 

Solution

PAPA created a converged marketing plan to promote the PBS documentary, and in turn, the Chautauqua Institution, utilizing paid search, a free weekend getaway contest as well as regular Facebook, Twitter and blog posts.
 

Result

The converged marketing plan delivered for the documentary and Chautauqua opted to partner with PAPA for support throughout the entire 2011 season.

Strategic Facebook posts boosted the Chautauqua Institution’s monthly active users from 800 in January to more than 8,400 by the end of August. In turn, the posts engaged supporters—a total of more than 1,500,000 post views—to participate in online discussions and created increased enthusiasm to attend events during the 9-week summer season.

Paid Search drew over 15,000 people to the website and converted more than 900 people to purchase tickets, make reservations, and other key areas of the website.

A blogger event held in June engaged several influential bloggers and through their channels, reached over 100,000 existing supporters and new fans.