Each year, The Smith Center for the Performing Arts creates a very traditional printed Annual Report that’s mailed to their donors and civic leaders. One year we suggested they take this up a notch and create brand messaging featuring people who are champions of The Smith Center, including patrons, students, donors, board members and artists. We took photos and videos of these ambassadors and asked them questions about what The Smith Center means to them and why it's the "Heart of the Arts" in Las Vegas. In a time when The Smith Center was only doing retail marketing of their shows, this campaign served as the only brand messaging they had done since the grand opening. It was a huge hit on social media and with the client, so much that they printed and mailed the piece to their entire database and not just the original donor audience.
