Case Study

Lenfest Plaza, Pennsylvania Academy of the Fine Arts

Canary managed the national media and regional community outreach campaigns for the opening of the Pennsylvania Academy of the Fine Art’s new civic space, Lenfest Plaza, and the installation of Paint Torch by world- renowned American artist Claes Oldenburg. 

Canary staff collaborated with PAFA’s in-house marketing department to plan a campaign and create a consistent message across press and marketing materials. The media campaign included several high-impact national pieces, including featured coverage from National Public Radio, the Wall Street Journal, Art in America, Metropolis Magazine, and exclusive photo coverage on the New York Times website.

Locally, key community contacts received personalized emails and invitations to be a part of the plaza’s opening celebration, which produced widespread community support and helped build online conversations through blog, Facebook, and Twitter posts that were often shared, creating an even wider reach. Canary also implemented social media strategies that significantly increased PAFA’s Twitter followers and Facebook likes. A targeted yet budget- friendly Facebook advertising campaign built additional awareness for the opening event.

The community’s excitement for the opening of this new civic space, paired with an effective press campaign made Lenfest Plaza’s opening a huge success, which continues to bring attention to the institution’s ongoing programs and events.