Delevante led a landmark rebranding effort for Cheekwood, Nashville’s historic museum of art and botanical gardens, in 2006. Our creative team encouraged Cheekwood to lean into its legacy of hospitality with an identity that signaled its enthusiastic, inclusive desire to share art, gardens, and celebrations in every season.
The brand was enlivened by a series of highly popular, widely sought exhibits, including 2010’s Chihuly at Cheekwood. Delevante was honored to partner with Cheekwood to plan and execute a comprehensive campaign in support of the exhibit. We were challenged to reach diverse audiences with varying interests, from Cheekwood’s most loyal to those less familiar with the museum and fine art in general.
We leveraged the bold, colorful images of Chihuly’s awe-inspiring glass work along with familiar song titles that imbued a feel-good sensibility and issued an invitation with broad appeal.
Chihuly at Cheekwood was the most successful in Cheekwood’s long history. The strength of the high-profile marketing and advertising campaign was evident in the word-of-mouth buzz about town – and in Cheekwood’s incredible 2010 attendance and new membership figures: 8,564 visitors attended the Chihuly Free Day, the largest in Cheekwood’s history; 265,000 attended the Chihuly exhibition; Cheekwood’s website realized a 230% increase during the exhibition; attendance figures increased from 2009 to 2010 by almost 100%; and Cheekwood increased its number of member households from 2009 to 2010 by 70.
