Integrated Marketing Campaign Generates Sell-out Registration for New Walking Tour

Lineup of five Jewish gangsters, including Ben (Bugsy) Siegel

Lineup of five Jewish gangsters, including Ben (Bugsy) Siegel

When the Lower East Side Jewish Conservancy (LESJC) decided to promote a new walking tour, Jewish Gangs of the Lower East Side, Executive Director Laurie Tobias Cohen envisioned a press release.

Working together, we developed an integrated marketing campaign that included:

  • New content for the website that described the tour;
  • E-blast to supporters and friends of LESJC;
  • Press Release to New York event media, calendars and Jewish media.

All the copy highlighted the names of the most famous gangsters (Bugsy Siegel and Meyer Lansky), as well as shedding light on an open secret of New York’s Jewish past.

As a result of the integrated marketing campaign, the tour was oversubscribed; participants included many first-time attendees, primarily of the under-40 demographic.

The one-two punch of lively marketing communications to supporters and updating the website, along with distribution of a press release to a targeted media list, can build an audience — even a sell-out crowd — for a first-time program.