It's a Mammoth Summer

Brian Bergeron, Creative Director

Emily Carlson, Assoc. Creative Director

Natural History Museums of Los Angeles County, 2019

In Park Pole Banners

Kiosk sign created for the "It's a Mammoth Summer" Campaign

Identifying Our Audience and Key Dates

I began developing the pitch by first identifying who our new and existing audiences were. The existing audience for La Brea Tar Pits was made up of mostly locals and some tourists, including adults and families and mostly millennials. However, with the Serpentine Pavilion, the Museum would be inviting new audiences to visit. This included instagram influencers, attendees for the incubator event, and arts and architecture enthusiasts who would generally visit our neighbors at LACMA. Next up, identifying all of the key dates for events, exhibitions, and special programming that was happening. This was critical to establishing our delivery timeline for project management.

Challenges and Opportunities

We were now able to turn our attention to existing challenges at La Brea Tar Pits to try to find opportunities to not only promote our events, but also resolve some on-going issues. We identified the major challenges at the Museum from the results of a survey that had recently been conducted and used it determine our goals for this particular campaign. We also did a site visit to identify all existing park activations and possible activation locations and proposed new pole banner sites to increase visibility.

Defining the Campaign

With all key information defined, we were finally able to develop the creative plan for the project. We began by clearly defining the purpose of the campaign:

With the purpose defined, we were then able to create a clear and concise deliverables list. When creating our final deliverables list, we took into consideration a tight budget and also considered reusability for the on-site activation graphics.