Tony Parker's Heroes & Villains

The San Antonio Museum of Art (SAMA) is one of the city’s premier cultural institutions, known for its dynamic exhibitions and community engagement. In 2022, SAMA partnered with Noisy Trumpet to debut a new exhibition, “Tony Parker’s Heroes and Villains.” Running from June 10 through September 2, the exhibition featured life-size statues and memorabilia from the four-time Spurs champion’s private collection. The goal was to drive awareness, boost ticket sales, and highlight SAMA as a vibrant destination for art and culture.

The exhibition presented a focused timeline to generate buzz and attract audiences. Key campaign elements included:

• Media Engagement:
  • Developed press materials and coordinated outreach.
  • Supported on-site events, including a press conference and influencer night.
• Integrated Marketing Approach:
  • Public relations and traditional advertising (TV, cable, radio, out-of-home, print).
  • Digital ads on Facebook, Instagram, Google Display, CTV, YouTube, and sponsored social media.
• Targeted Campaigns:
  • Engaged users interested in museums, art, and exhibition-related themes.
  • Pre-event and day-of media coverage amplified visibility.

The campaign achieved exceptional outcomes, setting new benchmarks for SAMA’s exhibitions and driving significant visibility and attendance.

• 117 media hits generated over 36.9 million impressions.
  • Coverage highlights: San Antonio Express-News, KENS (CBS), and KVUE (ABC-Austin).
• Attendance from June-August 2022 increased by 220% compared to August 2021.
• Digital campaigns drove:
  • 26.3K organic search impressions.
  • 10.6K additional clicks for Tony Parker-related content.
• Organic website visitors accounted for 46.3% of all museum visits.
• 18,197 households contributed to 34.94% of total foot traffic.