Case Studies

Mozart’s 10th Annual Joyous Light Show – PR

Mozart’s Coffee Roasters is an Austin institution located on Lady Bird Lake with a spectacular view. The longest running Grand Cafe in Austin, Texas, Mozart’s roasts small batch and artisan blends on site and their scratch bakery servces thousands of pastries and savory items every day. coffee, hot. Their annual light show is a giveback to the community, now in its 10th year and features millions of LED lights and live entertainment and is free to the public.

Challenge

The 10th Annual Joyous Light Show has become a Holiday institution. Yet Austin keeps growing and there seems to be no end in site to all the new arrivals, from millenials to tech industry workers, and boomers relocating to this warm and thriving cultural center. Mozart’s aim was multifold. Increase visibility and awareness amongst millenials, build in-store traffic, web visitors and sales while garnering media impressions throughout the duration of the show which ran from Nov. 21, 2019 through Jan. 5, 2020.

Solution

Crafted an integrated publicity campaign online with a special focus on Instagram food influencers, other social media and TV. Created a series of 7 themed messages released over an eight week period. Tied messaging to live activations on-site including contests and giveaways. Publicized Mozart’s 10th Anniversary of the show through by releasing special blend holiday coffees, launched digital and in-store gift cards and updated their website to reflect the new coffees, desserts and savory offerings.

Result

Surpassed Mozart’s media expectations for the second year in a row. Our media strategy resulted in coverage in over 61 outlets compared with less than half of that in 2018. Social media participation reached record highs with millions of views and over 6K shares. Attendance on-site exceeded all previous years, with an overwhelming three quarters of a million visitors, many of whom were newcomers to Austin or visitors from abroad. Coffee and gift card sales increased online by over 15%.