ANDREINA CASTILLO MARKETING PROJECTS
I am a strategic and creative leader with over 15 years of experience amplifying the brand and programming value of museums and other arts organizations to various audiences—from art supporters and diverse communities to festival goers and families with young children.
This site captures selected projects during my marketing roles in museums.
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Projects
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Carlos Villa campaign
- Community Night Brazilian Carnival campaign
- 39th Newark Black Film Festival campaign
- Arts in the Garden Summer Series campaign
- Trenton Makes-Words! festivals campaigns
SELECTED PROJECTS
PROJECT 1: Multichannel marketing campaign for contemporary art exhibition
Role: Senior Manager of Marketing and Communications
Institution: The Newark Museum of Art
Exhibition: Carlos Villa Worlds in Collision
Dates: February 17 ‑ May 8, 2022
Campaign timeline: November 2021 - May 2022
Background: The NMOA had the unique opportunity to be the first venue to showcase Carlos Villa: Worlds in Collision, the first major museum retrospective about the pioneering Filipino American artist Carlos Villa.
Challenge: To generate excitement about an exhibition opening the second month of the year and running for only 11 weeks to NYC art audiences reluctant to travel to New Jersey and NJ Filipino audiences without a connection to the NMOA. In addition, this was the first high-profile exhibition as the museum transitioned from requiring proof of COVID-19 vaccination.
Goal: To raise awareness among museum audiences as well as new audiences with a focus on multigenerational Filipino communities and contemporary art enthusiasts.
Approach: The strategy sought to showcase this exhibition as a premier, once-in-a-lifetime opportunity to discover rarely seen works by Villa in this scale.
The campaign featured Tatu, a striking, mixed-media print Villa created in 1971. The idea was to build a strong, visual connection to the artist and his artistic influences of non-Western art and culture. The messaging framework included references to Filipino community pride, prompts to encourage early visitation, and short taglines like “artist, activist, and educator” to peak at the artist’s wider impact in his career. I edited copy across all placements–from exhibition and related programs’ landing pages to press releases–and wrote content for email campaigns, ads, and outreach materials.
Briefs to the creative director called for producing indoor and outdoor design assets to support campaign implementation across advertising (social media, display, OOH), email marketing, website’s landing page, social media, and PR.
The exhibition was first mentioned in the 2021 fall programming announcement (with special communications to members and donors) to spark interest early, especially among existing museum audiences. The campaign launched with a press release (accompanied with a media kit), social media posts/stories, dedicated emails, and OOH advertising. Paid ads across social, display, and OOH run heavily at the beginning and throughout the last month prior to exhibition closing. With the largest concentration of Filipinos in New Jersey and a prominent visual arts community, Jersey City became an important location to use on targeted ads in addition to counties nearby. When the grassroots campaign reached a prominent Filipino community, business owners had already seen ads about the exhibition. Parallel campaigns run on social, paid media, email to promote related public programs like the Community Day: We Be Bayan featuring Filipino American cultural traditions and performances.
Activations:
- Paid media: OOH billboard, OOH bike share, social ads
- Social media posts and stories, and social media kit for panel speakers
- Email: save the date, announcement, dedicated emails for programs and exhibition
- Website content: Exhibition landing page, public programs landing pages
- Eventbrite pages for public programs
- Flyers: grassroots outreach to Filipino business community in Jersey City
- PR: press release, media kits, press visits facilitations
Results: During its short-run with a Thursday to Sunday schedule, Carlos Villa Worlds in Collision was visited by over 3,500 people across 52 days. Media mentions:
see next project
PROJECT 2: Brazilian Carnival multichannel marketing campaign
Role: Director of Marketing and Communications
Institution: The Newark Museum of Art
Event: Community Night: Brazilian Carnival
Year: 2023
PROJECT 3: Multichannel marketing campaign for film festival
Role: Director of Marketing and Communications
Institution: The Newark Museum of Art
Event: 49th Newark Black Film Festival
Year: 2023
PROJECT 3: Multichannel marketing campaign for summer festival
Role: Senior Manager of Marketing and Communications
Institution: The Newark Museum of Art
Event: Arts in the Garden Summer Series
Year: 2022
PROJECT 4: Multichannel marketing campaign for family festivals
Role: Manager of Marketing and Communications
Institution: New Jersey State Museum’s Trenton Makes-Words! program
Event: Wonderful Words Fairs
Year: 2016, 2017, 2018