Objective:

The 2010 Biennial of the Americas is an international event celebrating the culture, ideas and people of the Western Hemisphere, hosted by the City of Denver. In July 2010, Denver welcomed national and international visitors for a cross-cultural experience bridging and unifying the artistic, intellectual and political progress of the hemisphere's 35 nations. The event required a team of over 40 personnel to ensure the program's success.

Strategy:

5280 Agency provided 40 full-time staff for the event, selecting bilingual staff when possible to facilitate communication with international visitors. The team took to the streets to employ guerrilla marketing by distributing fliers and complimentary admission passes. The friendly and knowledgeable event staff also answered questions about the artwork and special citywide programs throughout the month.