Celebration of Legends Gala

EVENT ACTIVATION, PR STRATEGY AND BRAND DEVELOPMENT

Celebration of Legends Gala

EVENT ACTIVATION, PR STRATEGY AND BRAND DEVELOPMENT

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Social Media Impressions
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Media Impressions

35,354,622

Social Media Impressions

79,698,501

Media Impressions

The Challenge

Create buzz and generate awareness of the National Museum of African American Music (NMAAM) and its mission, while providing an engaging opportunity for sponsors and patrons to support.

Insight

The Celebration of Legends Luncheon hosted by the National Museum of African American Museum in Nashville, TN represented an opportunity to showcase NMAAM, and its dedication to elevating and celebrating the impact African Americans have had on the American soundtrack. For the 2018 celebration, NMAAM sought to increase the event’s impact and overall quality of experience to more effectively garner sponsor support, and gain brand awareness.

Activation

For its fifth year, Intuition Consulting Firm recommended that the Legends luncheon evolve into a black tie event with the Museum presenting an evening Gala at the War Memorial Auditorium, on May 31st in Nashville, TN. The Celebration of Legends Gala honored Keb’ Mo’, Mona Scott-Young, Yolanda Adams, Charlie Wilson and Nile Rodgers, all of whom were presented with their awards and tribute performances by an equally stellar list of artists.

From start to finish, Intuition owned the planning and execution of the event. ICF established a new logo, and determined a cohesive look and feel, employed across all creative elements including an event website, invite, social ads and video content. Sponsorship pricing and strategy were decided by ICF, resulting in the sale of all categories- a first for the Museum. ICF also fully executed the event experience, from selecting vendors, to event décor, and programming, to show direction and talent management. The Legends’ promotional plan was supported by national media outreach, a local radio flight, and earned social, securing over 100 million impressions and international coverage. Through providing this unique experience, ICF ensured NMAAM maximum brand exposure and a positive association with the entertainment community, laying inroads to continue corporate and talent support.