Overview
Paint Nite launched in March 2012 in Boston by selling discounted tickets on group discount sites. At the time, the concept of social painting was virtually unknown. While a handful of brick-and-mortar establishments existed, Paint Nite’s “nomadic” business model was unique to the marketplace. A year later, the founders came to marlo marketing for help in taking their business to the next level.
Assignment
- Launch the Paint Nite lineup into 18 new markets across the U.S.
- Increase revenue by driving participants to buy tickets directly on their website instead of group discount sites.
- Own the concept of social painting by positioning Paint Nite as the market leader locally, regionally, and nationally.
Strategy
- Develop soup-to-nuts media relations strategy in each local market, including media list development, customized pitch angles, and media relations.
- Execute intensive advance-market publicity campaigns including transforming artists into qualified local media spokespeople and brand ambassadors via a customized “how to” media messaging kit that ensured the accurate delivery of carefully crafted Paint Nite brand messages.
- Leverage Paint Nite’s momentum by targeting stories in national business and lifestyle media, spotlighting the social painting trend by featuring the Paint Nite experience as the industry leader.
Results
marlo drove the launch of 75 new markets within the U.S. and Canada, resulting in more than 160 print, broadcast and online placements including The San Francisco Chronicle, Fox Baltimore and The Miami Herald
National placements in the Associated Press and CBS News generated stories in 150+ print and online outlets and 46 television stations nationwide
