In typical R&R fashion, we set our sights high, aspiring to create a mutinous celebration of this cultural coup. And we achieved it, by exploiting the bidding-war narrative behind the visit of this lovely lady in a campaign, entitled “Reno Gets the Girl.” This work ran both locally and regionally in print, radio, and online outlets. A street-level poster campaign was also undertaken in the Reno market.
The exhibition was a staggering success, generating palpable excitement and thrilling numbers: A single day attendance record of 4,000 guests; a visitor increase of 632 percent (24,000 visitors) over the same period from the previous year; a revenue increase of 458 percent; and a 254 percent increase in gift-store revenue.