Case Study: Launch of the “Nuestras Historias” Exhibit at The Valentine Museum
Recently, I had the opportunity to work with the team at The Valentine Museum in getting the word out about an exhibit telling the oral histories of the Latino population in Richmond, VA called, Nuestras Historias: Latinos in Richmond. Here are the highlights of this fun and successful project.
- Drive attendance to the Nuestras Historias exhibit, especially for the free opening on Saturday, July 29, sponsored by CarMax
- Organize an especially fun opening day party so as to create word-of-mouth marketing and drive on-going attendance after the exhibit’s opening.
- Encourage social media conversations about the exhibit
About the Exhibit
There are approximately 100,000 Latinos in the Richmond metropolitan area who represent a wide range of backgrounds and experiences. As Latinos immigrate to Richmond, they establish permanent ties to their new home and begin to transform its culture. Through interviews, objects and images, Nuestras Historias: Latinos in Richmond documents the region’s diverse Latino experience.
The exhibit runs from July 27, 2017 to April 15, 2018.
The opening party included amazing performances by Bio Ritmo, Claves Unidos, Clara Toro of Salsa4Life, the Latin Ballet of Virginia, and the Sacred Heart Dancers plus a meet and greet with two players from the Richmond Kickers soccer team.
About the Museum
Located in the heart of historic downtown Richmond, The Valentine is a place for residents and tourists to discover the diverse stories that tell the broader history of this important region. The museum offers a comprehensive program of exhibitions, tours, special events, research opportunities, and school programs to engage attendees in an ongoing dialogue about the significance and relevance of the city’s 400-year-old history.
- Members of The Valentine Museum
- Latino families in Richmond who may not normally go to museums
- Richmonders interested in Latino culture
Public Relations Strategy
- Utilize the Facebook event feature to drive word-of-mouth conversations about the FREE opening day party
- Write and adapt press release for Latino and general market editors and journalists
- Work with our Spanish-language media partner, Radio Poder, to host 15-minute on-air interviews with Latinos featured in the exhibit
- Encourage influencers to post about the exhibit. See below for Clara Toro, who gave salsa lessons during the opening party, talking about the exhibit’s opening party on YouTube.
- Work with our media partner Telemundo Richmond to develop a colorful commercial about the exhibit
Clara Toro’s Video
Telemundo Commercial for Nuestras Historias: Latinos in Richmond
Joe Kutchera, Hispanic PR and Marketing Advisor
Pryor Green, Freelance PR Advisor
Wanda Hernandez, Exhibit Curator
Ashley Burch, Event Organizer (aka Development Coordinator)
Sarah Kim, Deputy Director
Eric Steigleder, Public Relations & Marketing Director
We had a tremendous turnout for the opening party of Nuestras Historias: Latinos in Richmond. Even with the rain that day, we surpassed our attendance goals for the opening party by 50%.
This video of attendees dancing captures the incredible energy that day:
See this Flickr album for some of the photos that I captured:
We received extensive media coverage from both general market and Latino media sources. Some of those highlights include:
Richmond Times-Dispatch (Front page of the culture section)
Las Americas Newspaper
El Tiempo Latino
El Tiempo Latino
WRIC TV ABC 8
WTVR TV CBS 6
Plus, front-page mentions and full-length articles appeared in both Nuevas Raices and Tidewater Hispanic Newspapers (print editions only).