What goes around always comes back around, but how do you put a new twist on it? To promote the LBJ Library’s Sixty from the ’60s exhibit, we created buzz in a very 21st-century way.
The LBJ Presidential Library asked us to brand and promote Sixty from the ’60s, an exhibition featuring memorabilia related to 60 American icons from music, sports, politics, civil rights, business, and entertainment who made an impact on this seminal era.
We designed and implemented an advertising campaign, creating buzz beforehand with a Facebook contest asking participants to select their favorite ’60s songs, with the top 60 choices serving as the exhibition’s soundtrack.
To really hype the exhibit’s launch, we partnered with Austin Fashion Week to produce an evening of fashion, cocktails, music, and light bites—that we branded “MOD”—to attract Austin’s young professional crowd. Seven local fashion designers presented original looks inspired by dresses Lady Bird Johnson wore during her White House years. The original dresses, normally locked away in the Library’s archives, were on display alongside the new looks.
We worked with local media outlets to promote “MOD” and the Austin American-Statesman ran a piece on the front page of the Life & Arts section in advance of the event. 600 people turned out to this paid ticketed event in their most fashionable cocktail attire to watch the show, sip on themed cocktails, and dance to ’60s tunes.
