a&c SS 2016_a&c Campaign.qxp_Layout 1 6/2/16 9:27 AM Page 45
Maltz Jupiter Theatre Touring Company
That lens is framed in positively Palm Beach aqua and provided by the Cultural Council of Palm Beach County as part of the powerful new Shades of Culture campaign. The pitch – heavy on creativity, technology and attitude – is designed to break through the clutter of destination travel ads. “At the root of the campaign is the idea that in The Palm Beaches you see the arts differently because you are in a singular place, unlike any place in Florida or in the rest of the world,” says Marilyn Bauer, director of marketing and government affairs at the Cultural Council of Palm Beach County. “Art and culture are at the heart of why people travel here; with undreamed of beauty surrounding every audience, the cultural experience is unique.” The strategic Shades of Culture campaign is showcasing the area’s cultural attractions in print, digital and social media, as well as through virtual reality promotions and pop-up events. “The social media component of this campaign can unite arts supporters across the map,” Bauer says. “We are creating a new movement in promoting our arts and cultural offerings.” The campaign has been conceived on two levels to reach a coveted audience of baby boomers with an appetite for the arts; what Bauer calls “cultural boomers” or “Zoomers – baby boomers who behave like millenials.” The formal campaign plays out across three screens with celebrities, such as actor Tony Danza, saxophonist Kenny G and pop star Belinda Carlisle, populating the digital space – from iPads and laptops to smartphones. An organic social media push, deployed in tandem with the celebrity-laden messages, features locals in the aqua glasses proclaiming their support for the arts. “It’s really amazing,” Bauer says. “More than 200 locals have been photographed already!” Among them are the Lake Worth mounted police; Raphael Clemente, executive director of the West Palm Beach This duo from the Palm Beach County Sherrif's Office sees the arts through a difference lens.