Norton Simon Museum of Art

The Norton Simon Museum is known around the world as one of the most remarkable art collections ever assembled. Often less visible in the press than its Los Angeles area counterparts, the museum turned to LGI to develop a high visibility marketing-communications campaign.

Key to the strategy development and implementation was the opportunity to leverage the seasonal visibility of Pasadena and the Tournament of Roses Parade. Television coverage of the Parade (which passes directly in front of the museum) attracts approximately 11 million viewers each year.

In response to this, the LGI team created a unique promotion – a 3 dimensional, "stationary float" was placed on the museum building. The innovative promotion attracted national and international attention from news and film crews which broadcast the Parade live and replayed it throughout the New Year’s holiday.