San Antonio Botanical Garden: Lightscape

Lightscape, an Immersive Mile-Long Trail of Holiday Lights

The San Antonio Botanical Garden (SABG) debuted the Alamo city’s newest holiday spectacular in 2021 with their latest exhibition, Lightscape, an immersive mile-long trail of holiday lights. SABG collaborated with Noisy Trumpet to introduce and promote Lightscape, which first launched in the U.K. and historically opened to sold-out crowds. The objective was to achieve the same success the light show experienced in other cities by raising awareness and driving ticket sales.

Strategic Multi-Channel Campaign

To drive awareness and ticket sales for the Lightscape exhibition, Noisy Trumpet developed a strategic multi-channel campaign consisting of public relations outreach, digital advertising and traditional media.

Public Relations

• Conducted strategic outreach to local and regional media outlets.
• Coordinated an exclusive event of the Lightscape exhibition for social influencers and the media.

Digital Advertising

• Planned and executed the placement of: Social Media Ads, Google Search Ads, YouTube Ads, and Display Ads.
• Devised a sponsored media strategy that included prominent San Antonio outlets.

Traditional Media

• Raised mass awareness through high visibility print ads, targeted publications, outdoor mediums, and broadcast TV.

Exceeded Ticket Sales Goal by 160%

The success of the campaign was measured by the following results:

• The San Antonio Botanical Garden exceeded their ticket sales goal by 160%.
• As a result of outreach efforts promoting the Lightscape exhibition, Noisy Trumpet secured over 100 media hits and over 32M total impressions (broadcast, online, print, social).
• For the exclusive media night and VIP influencer event, Noisy Trumpet secured the attendance of (11) social influencers and (39) media members.
• Noisy Trumpet also secured sponsored social placements in the following outlets: SA Magazine, SA Woman, Culturemap, SA Current, and SA Report. 
• 4,241,100 impressions from digital advertising
  • 2,452,386 paid social posts
  • 1,252,768 from Google advertising
  • 535,946 from YouTube
• Digital advertising alone resulted in almost 160,000 clicks to the website and the “Buy Ticket” button.
• Traditional mediums of advertising accumulated 11,674,573 impressions.