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Industry
Arts & Culture
Goals
MATI sought to build excitement and drive attendance for the festival while introducing its mission, programming, and schedule to a broad regional audience. The campaign was also designed to generate weekend pass sales, build year-round engagement, and grow MATI’s community of supporters by reaching arts lovers, music fans, families, donors, event-goers, and civic-minded St. Louisans.
Results
MATI generated more than 2 million in total campaign reach and 3,163 total engagements through print, podcast, social media, newsletter advertising, and a quiz + giveaway. The campaign also captured 192 email opt-ins, creating a valuable audience for continued promotion of ticket offers, festival updates, and future MATI programming.
Key Product
Integrated Campaign
The Solution
Building Festival Excitement Across St. Louis
MATI partnered with St. Louis Magazine on a multi-channel campaign designed to build awareness and excitement in the months leading up to the festival while giving audiences multiple ways to learn more, engage, and take action.
Running from April through September, the campaign created a sustained presence across channels that reached culturally engaged St. Louis audiences.
The creative evolved alongside key festival milestones, moving from broad awareness and lineup announcements to more direct messaging around tickets, programming, and the festival experience. That allowed MATI to stay relevant as audience excitement built closer to the event.
How The Story Reached St. Louis
MATI maintained visibility across a wide range of St. Louis Magazine platforms, creating repeated opportunities for audiences to discover the festival and engage with its programming.
MATI was integrated across 3 print issues, 2 dedicated emails, 26 newsletter sponsorships, 6 podcast sponsorships, social media promotion, monthly run-of-site website impressions, and a quiz + giveaway.
Together, the campaign delivered:
- 446,025 Total Print Reach
- 18,852 Total Dedicated Email Reach
- 568,917 Total Newsletter Reach
-
20,965 Total Social Reach
- 100,020 Total Website Impressions Met
- 725,600 Total Podcast Reach
- 311,220 Total Quiz + Giveaway Reach
The Impact
The strength of the MATI campaign came from combining broad awareness, cultural relevance, repeated exposure, and audience participation.
Newsletters proved especially effective, with two MATI Daily newsletter placements outperforming the average sponsor click rate during the first half of 2025.
The campaign also met audiences in multiple environments—from print and inboxes to podcasts, social feeds, and interactive promotions—helping MATI reinforce its role as more than a single event. The messaging emphasized music, culture, connection, and community.
Beyond generating reach and engagement, MATI’s quiz + giveaway created an opportunity to grow its owned audience and better understand prospective festivalgoers. The campaign generated 192 email opt-ins and over 1,500 quiz responses, providing MATI with valuable first-party insights into audience interests, music preferences, and previous festival attendance.
Because the email opt-in was optional, these 192 individuals actively chose to continue hearing from MATI, creating a highly engaged audience for future messaging. Most importantly, the giveaway transformed campaign engagement into a long-term marketing opportunity. Rather than reaching audiences only during the campaign, MATI now has a larger pool of interested consumers it can continue engaging with festival announcements, ticket promotions, upcoming events, and future MATI programming.
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