Crusade for Collecting

National Art Tour
San Francisco, CA
March 2013 - July 2013

Background
Crusade for Collecting is a grassroots art initiative, started by Jennifer Schwartz, who wanted to find a way to share her passion for art and artists. Traveling across the United States in a Volkswagen bus, Jennifer has dedicated to spreading awareness and sowing the seeds for a new crop of art lovers, patrons, and collectors by encouraging people to engage with art in exciting and innovative ways.

Challenge
This was the first traveling campaign A&O had been a part of and one that moved quickly with only a matter of hours between each new activation. The challenge was to build and maintain the momentum of the story, obtaining media placement and local audience engagement along each stop of Jennifer’s journey.

Solution
A&O developed a strategy for media placement and proposed an array of press outreach strategies and event opportunities for Jennifer and the artists she connected with on her cross-country journey. Our goal was to increase event attendance and to reach the largest-possible audience, gathering attention from the national media as well as smaller, more idiosyncratic local outlets. Jennifer is in Washington State at the moment; so far, her story has reached Artslant LA, NBC Los Angeles, Los Angeles, I’m Yours; Los Angeles Magazine, SF Station, KBOO radio in Portland, and The Stranger magazine in Seattle.

 

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