Author: Copeland, John

Publication Year: 2005

Media Type: Case study

Summary:

This brief case study review the goals and outcomes of Revel. Inc. efforts to Revels, Inc. sought to position itself as the premiere provider of wholesome “family edu-tainment” by providing a free celebration for the city of Boston. In collaboration with The Children’s Museum of Boston, they mutually agreed to provide a free celebration on the grounds of the Museum to be held on the longest day of the year – the summer solstice.

Abstract:

"Revels, Inc. sought to position itself as the premiere provider of wholesome “family edu-tainment” by providing a free celebration for the city of Boston. In collaboration with The Children’s Museum of Boston, they mutually agreed to provide a free celebration on the grounds of the Museum to be held on the longest day of the year – the summer solstice. On June 20, 2003 from 7:00pm until twilight the 1st Midsummer Revels was held.

Midsummer Revels created a family-friendly atmosphere on the Museum grounds all day leading up to the event, with special art workshops held inside the Museum; street performers, Morris dancers and a giant Oxen-led parade outside the Museum; ArtsMarketing.org Midsummer Revels Case Study Page 2 of 4 and with popsicles and other goodies given out for free. All of this activity took place prior to the 90-minute outdoor stage show that featured an 80-member multicultural cast of adults and children, sing and dancing in celebration of the summer solstice.

The primary objective of this new undertaking was to introduce a strong and faithful existing Christmas Revels audience to a new event held during the summer – and to develop a growing untapped younger family audience. III. Strategies for Implementa." [p.1-2]

Arts & Intersections:

Categories: Marketing and Communications