Balboa Park Cultural Partnership

In 2014, San Diego’s iconic Cabrillo Bridge was temporarily closed to vehicles for seismic retrofitting, impacting business at five Balboa Park institutions on the west side of the park: Mingei International Museum, San Diego Museum of Art, San Diego Museum of Man, The Old Globe and Timken Museum.

Through the Balboa Park Cultural Partnership (BPCP), these five institutions joined together for a supplemental marketing campaign to mitigate loss in local attendance the bridge construction might cause, while also highlighting their special events and exhibits.

We developed a creative strategy that highlighted the five institutions and gave a nod to Balboa Park as a whole called “Balboa Park West End.” Inspired by London’s West End, the campaign, like its namesake, highlighted the western side of the park as a cultural hot spot, while also being directional.

JWC developed an integrated communications campaign that included public relations, social media, website design and development, advertising, social media and marketing collateral.

The five institutions reported their year-over-year attendance remained steady calling the campaign a success.