Lightscape at the San Antonio Botanical Garden
Client
In 2023, Lightscape hosted its third annual winter illuminated trail at the San Antonio Botanical Garden. Available in November and December, the trail featured a mesmerizing journey through a 1-mile path adorned with over 1M lights and included brand-new installations from around the world. This event also provided delectable festive food and beverages, adding a deliciously delightful touch to an enchanting evening.
Challenge
Giant Noise worked with Sony Music and the San Antonio Botanical Garden team to help promote the activation. Our team implemented a mix of PR, digital advertising, media buying and influencer marketing to help drive traffic to the attraction in its third year in San Antonio. Giant Noise distributed the allotted budget across television, radio, print, digital, influencer and print/online outlets.
Approach
Earned Media → Influencer Marketing → Digital Ads
What We Did
Giant Noise drafted the ticket launch press release for Lightscape San Antonio, announcing the return of Lightscape for the third year and its reimagined qualities to local and regional media. We invited local and regional media and influencers to attend the preview night of Lightscape San Antonio. We announced the addition of value nights and new installations at Lightscape San Antonio, including information on the artists to local and regional media.
On the digital side, our three-month initiative seamlessly employed Meta and Google ads in a three-funnel approach to guide audiences through awareness, consideration and conversion. We tailored the customer journey with immersive, informative and engaging ads.
With a focus on local drive markets, parents, holiday enthusiasts and website visitors, our targeted ads not only spoke directly to the interest of potential visitors but visually showcased Lightscape’s unique lightshow, something words could not achieve. These ads spiked a huge surge in positive sentiments in the comments, and outperformed the previous agency’s social ads by double impressions and clicks, with similar budgets.
Results
Our collaboration with Lightscape in San Antonio was incredibly successful, with our multifaceted approach driving widespread engagement and visibility for the event. We secured a remarkable 225 media hits, including 53 broadcast hits, resulting in an impressive 84.8M media impressions and a media value of $3.4M. The comprehensive media coverage extended across various channels, including TV, print/online publications, radio and outdoor advertising, contributing to a total of 267 TV spots and a cumulative reach of 1.3M. Additionally, our targeted social ads and Google Ads campaigns led to the successful sale of tickets resulting in 4.7M impressions, 179K engagements, 151K clicks and an estimated conversion value of over $100K. These combined efforts solidify Lightscape in San Antonio as a standout event, garnering widespread attention and participation within the community.
