Public relations, media outreach, influencer marketing, organic and paid social media, community management, media partnerships, website updates, creative and ad asset production
Lumière Festival is Vancouver’s annual celebration of light, art installations, and performances across downtown. As the festival’s Agency of Record, Popcorn leads and executes the marketing and PR strategy, blending earned, owned, and paid media to drive attendance, build awareness, and spark social conversation.
Objective
Increase awareness and attendance year over year
Strengthen Lumière’s profile as a marquee seasonal cultural event
Drive social engagement and encourage audience sharing (UGC)
Support sponsors, partners, and local businesses through integrated promotion
What We Did
Popcorn quarterbacked Lumière’s marketing and PR strategy and execution, including:
Press release and media advisory writing, distribution, pitching, and follow-ups
Organic social media management and real-time community engagement
Paid social support (as budget allowed) to extend reach and visibility
Opening night influencer program coordination and content capture
Strategic media partnerships and sponsorship-support assets (graphics, banners, updates)
Ongoing website updates and content support during the campaign window
Result
Lumière 2024 marked our strongest year to date, driven by the largest campaign scope and investment. The campaign delivered meaningful gains across web traffic, social growth, earned media, and influencer amplification.
Website: 62K visitors during the campaign period
Social growth: 35.92% follower growth across platforms
Organic social: 291K reach and 921.5K impressions
Influencer program: 20 influencers, 566K total reach, 34K engagements
Media partnerships: $49,650 in in-kind media sponsorship value
