The Tina Turner Museum

Objective

The branding, marketing and publicity of the Tina Turner Museum grand opening in Brownsville, TN.

What We Did

Press and Publicity: Our first task was to compose a press release to announce the grand opening, and immediately went to work to build the opening ceremonies.

Reaching Out: Our office solicited her peers and acquired video from ABC Good Morning America’s Robin Roberts, Melissa Etheridge, Heart, The Beach Boys, The Oak Ridge Boys and The Impressions. Those videos became an anchor point in the ceremonies and were used to garner additional attention on the press release.

Branding: One challenge we faced was that the museum had no definitive logo. After developing a logo, we got to work on graphics, print materials and other promotional items with solid, cohesive branding.

The Press Conference: To execute the press conference efficiently, we had to not only tell the story of Tina, but educate and restore the historical value of this structure. The space where the ceremony was held quickly became standing room only as nearly 300 packed the West Tennessee Delta Heritage Center.

Coverage: PLA provided an exclusive to the Associated Press to post the initial story the morning of September 26, 2014. Some of the top outlets that covered the opening include: ABC News, Africa News Network, Chicago Tribune, Examiner, Fox News, Southern Living, USA Today, Washington Post, Washington Times, MSN News, New York Times and Yahoo News.

The Result

In 72 hours after the Grand Opening, we saw over 485.4 million impressions on The Tina Turner Museum.