Wonderspaces
Project Overview
Wonderspaces is an interactive and immersive art exhibition featuring a rotating lineup of 11 large-scale installations from artists around the world — walk through galaxies of light, get sketched by robots, and become part of the art yourself. No two visits are the same, as the lineup changes regularly.
I joined Wonderspaces as Marketing Manager in the months leading up to the opening of Wonderspaces Arizona, the company's first permanent location.
Industries
Experiential Art
Services
Media Strategy
Omnichannel
Content Strategy
Training
Year
2019
Сhallenge
Wonderspaces Arizona was entering the Scottsdale market with zero existing brand recognition, two months out from opening day. The core challenge was speed: each show runs on a fixed schedule before changing over to the next lineup, so awareness had to build fast enough to maximize ticket sales within that limited window, with no existing audience to draw from.
Approach
I built a comprehensive omnichannel marketing strategy spanning organic social, paid media, press, broadcast, radio, out-of-home, community partnerships, an influencer program, and street teams. On the awareness side, I saturated social media with viral content, growing Instagram from a few hundred followers to over 20,000 in three months, and designed and led an influencer program that brought in 120+ influencers to amplify Wonderspaces to their audiences. I managed a street team targeting every hotel in the Valley, secured press coverage including early-morning access for live morning show segments, and partnered with local nonprofits on fundraising nights to extend reach through community channels.
On the paid media side, rather than committing the full budget upfront, I used performance data to prove out ad efficiency at a smaller spend first; once ROI was established, I removed the budget cap entirely, turning the constraint from a fixed dollar amount into a performance threshold so spend could scale as long as it kept clearing a high ROI bar. That paid strategy ran alongside billboard out-of-home placements and radio spots, supported by a tourism board partnership that extended reach beyond paid channels. I also managed all ticketing, check-in, waivers, and front desk staff, and designed and led a membership program to convert single-visit buyers into repeat, recurring customers.
Results
Shows sold out, the membership program doubled its enrollment goal, and paid advertising scaled to $5,000 a day while maintaining a 220% return on ad spend.
