SEATTLE: From the Village People to the Hustle, there's plenty to love or hate about disco. And MWW/Savitt has been helping spread the word about the new disco exhibit at the Experience Music Project (EMP), an interactive music museum, and the first one to explore the glitzy, gilded, and gaudy world of disco.
"More than 200 artifacts are displayed, along with a vintage disco dance floor," said Christina Watt, a VP at MWW, which began assisting EMP in late September. "We wanted to launch a comprehensive campaign to drive traffic to the museum. We designed materials, and worked with the curators to find unique and exciting attributes. We have an original white suit from Saturday Night Fever. There is even a section looking at the backlash, called 'Disco Sucks.'"
MWW launched a media drive to target local residents and tourists, as well as regional media close to Seattle, from Vancouver to San Francisco.
The exhibit has also attracted national media - including the LA Times, Chicago Tribune, and The New York Times - as well as interest from local radio and TV stations.
Along with the media outreach, MWW has also worked with local visitors bureaus to drive tourists to the museum. MWW tailored the media campaign to numerous audiences, from disco enthusiasts listening to the radio to out-of-town visitors reading the local newspaper.
The campaign reached a crescendo with an opening night private party, with more than 1,000 museum members dressing in their finest polyester to take disco dancing lessons, and exploring the exhibit.