- January 2, 2025
Tianyu Arts & Culture Inc.’s Chinese Lantern Festival made its Northeast U.S. debut in 2016 at Franklin Square. An illuminating celebration of Chinese art and culture, the festival provided a unique opportunity to attract new visitors to Franklin Square and the City of Philadelphia. En Route was charged with developing the marketing plan to announce the festival, generate awareness, drive ticket sales for the seven-week event and spur repeat visitation to the Square. The comprehensive campaign leveraged paid media, social media, promotional partnerships, on-site activations, Search Engine Marketing and influencer engagement to successfully launch the inaugural festival. The 2016 event drew 92,000 visitors from all 50 states and 10 foreign countries and will return for a 2017 season. Leveraging organic user generated content, strategic social media engagement lead to a 20% increase in social followers for Franklin Square accounts with more than 800 images shared using the designated hashtag on Instagram.
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