Spirit of the Vault: Turning a Designer’s Sale into a Spectacle
World-renowned designer Jan Barboglio is known for her signature artistry and luxurious creations. When she needed to drive excitement and foot traffic for her annual five-day Spirit of the Vault sale event, she turned to J.O. Agency. What followed exceeded every expectation — delivering remarkable crowds, impressive revenue, and award-winning results.
J.O.’s Strategic Vision
- Maximize awareness of the exclusive Spirit of the Vault sale among loyal customers and new audiences
- Create a sense of urgency and excitement to drive strong attendance throughout the event
- Leverage public relations, digital marketing, and direct outreach for a multi-channel promotional push
- Position the sale as a can’t-miss opportunity for collectors and enthusiasts across Texas
J.O.’s PR & Marketing Approach
J.O. executed a comprehensive integrated campaign that maximized event visibility and attendance through strategic media outreach and targeted digital marketing. The team:
- Developed and distributed strategic press release to 50+ curated DFW media contacts for earned coverage
- Launched geo-targeted Facebook campaigns across five major Texas markets to expand audience reach
- Secured prominent placement on community and cultural online calendars for sustained visibility
- Created branded direct mail postcards targeting high-value prospect lists
- Deployed strategic email marketing campaign to reinforce messaging and drive
- Crafted media pitches and secured placements with key regional media outlets
- Ran geo-targeted Facebook ad campaigns optimized for event awareness and attendance
- Managed online calendar postings to extend organic digital reach
- Designed an elegant event postcard reflecting Jan Barboglio’s brand aesthetics
- Executed a concise, compelling email marketing series to drive final RSVPs and buzz
IMPLEMENTATION
RESULTS & METRICS
- 530 patrons attended over five days, creating lines that wrapped around the building
- $360,000 in sales generated, significantly exceeding revenue goals
- Event received the 2019 PRSA Award of Achievement for Special Event/Observance
- Strengthened Jan Barboglio’s brand loyalty and reinforced her reputation as a leading designer
- Delivered a strategic model for future event promotions and brand activations
