Marketing Insights for Cultural Attractions

Practical marketing thoughts from our work with cultural attractions.

Google Ad Grant

Build Your Garden’s Google Ad Grant Around Why People Search

Botanical gardens can use the Google Ad Grant to reach people searching for gardens, things to do, wedding venues, and the institution itself - if the account is structured around those opportunities.

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Influencer Marketing

Influencers Can Say What Your Advertising Cannot

Creators can communicate practical details and perceived tradeoffs more credibly than institutional advertising often can. With the right brief, they can explain value, address friction, and turn useful visitor perspective into paid advertising.

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Social Media

Short-Form Vertical Video Is the Language of Social Advertising

TikTok popularized a short, vertical, human style of video that now shapes every major social platform. Cultural-attraction advertising should speak that language.

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Influencer Marketing

Don’t Let Your Best Creator Content Disappear After One Post

A creator post becomes far more valuable when the institution can reuse it in paid advertising. Usage rights turn one organic placement into a flexible, measurable media asset.

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Google Ad Grant

Spending the Whole Google Ad Grant Isn’t the Goal

The Google Ad Grant provides meaningful search inventory, but it requires deliberate campaign architecture, conversion tracking, and ongoing management to support institutional goals.

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Influencer Marketing, Social Media

Choose Influencers by Audience Fit, Not Follower Count

Creator recommendations work because audiences choose to hear them. For cultural attractions, influencer marketing turns trusted local word of mouth into scalable visitor acquisition.

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Advertising Strategy

Holiday Advertising Should Sell the Nights That Need Help

The challenge isn't generating more demand for a holiday event. It's directing that demand toward the dates and times that still have room to grow.

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Advertising Strategy, TV

Local TV Can Do More Than Run Your Commercial

Local TV can offer more than airtime. Production support, sponsorships, interviews, promotions, and community visibility can make the station relationship more valuable than the commercial schedule alone.

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Influencer Marketing, Social Media

People Are Searching TikTok and Instagram for Things to Do

When someone wants inspiration for how to spend their time this weekend, next month, or on an upcoming trip, they are not always starting with Google. They go to TikTok and Instagram.

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Courtesy of The New Children’s Museum