BorderLight

Situation: For the third year (the second was virtual), BorderLight International Theater & Fringe Festival held its event that showcased arts and culture. The festival showcased talent considered “fringe,” edgy, different and moving the needle on creativity. VMI was hired to reach out to “nontraditional” attendees…individuals who were not the usual theater and cultural event attendees.  

Action: To satisfy our objectives, we wrote and disseminated press releases aimed at the BIPOC community. We held a media conference introducing the BorderLight five-day event. Media coverage included ideastream, WKYC’s community programming, WOVU (several interviews). 

Outcomes: The event saw a slight rise in “nontraditional” attendees, however more consistent saturation is needed to see a greater impact.