ENTERTAINMENT
NEW BRUNSWICK PERFORMING ARTS CENTER
Over the past 25 years, the City of New Brunswick has undergone a massive transformation. Included in this was the September 2019 grand opening of The New Brunswick Performing Arts Center (NBPAC). This innovative new venue placed the city's Downtown Cultural Arts District into the spotlight. This newfound attention demanded a logo, brand identity, and brand positioning to ensure the venue's ongoing success and growth.
Working in close collaboration with NBPAC developer DEVCO, Masterpiece created the NBPAC brand identity, brand standards guidelines, and marketing materials.
The biggest push for the spectacular new venue came from a meticulously targeted digital advertising plan. Including a newly developed website, Masterpiece promoted the facility and future events by using targeted Google Display Network ads to drive traffic. Sales tracking was facilitated by code built into the website, which allowed NBPAC a closer, more streamlined monitoring of ticket purchases.
To draw regional and national attention to NBPAC's opening gala night, Masterpiece created a massive buzz with invitations and evites, outdoor digital signage and an indoor mural. The result was a packed house on NBPAC's very first day open to the public.
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