This campaign is a speculative mock-up for The Davis Theater in Chicago, IL. It features a fictional launch of a loyalty program called The Red Carpet Membership. The scenario presented is that the theater is facing challenges in effectively communicating the exclusive perks and events that come with being a Red Carpet Member.
* This project is a speculative marketing campaign created for portfolio purposes and is not an official release from The Davis Theater.
Approach
I wanted this campaign to feel like more than just a typical loyalty program—it had to capture the charm of The Davis Theater and truly connect with movie lovers. To get there, I started with research, looking at how independent theaters promote their memberships and figuring out what makes a program feel valuable and inviting.
From there, I crafted messaging that felt both welcoming and exclusive—something that made members feel like they were part of a special movie-loving community.
Website Landing Page
For the website landing page, I wanted to make sure the value of the Red Carpet Membership was immediately clear while also making it super easy for people to sign up. The language was designed to spark curiosity, encouraging visitors to explore the program, and then followed up with a simple, easy-to-scan list of benefits. The page had one clear mission: get people excited and make the sign-up process seamless. I made sure the tone was both welcoming and upbeat, making the membership feel like an absolute must-have for any movie fan.
Email Newsletter
This email campaign was all about reaching out to The Davis Theater’s loyal audience—those who had already been to the theater or signed up for emails in the past. I focused on crafting subject lines and headings that would grab their attention right away while the body of the email kept the tone friendly and inviting. The structure was simple and clear: show off the perks, lay out the pricing, and make it easy for people to take action. I made sure the overall vibe was enthusiastic and transparent so readers could instantly understand the value of the membership and feel ready to sign up.
Announcement
Follow-up
Social Media Ads
For the social media ads, I aimed to capture attention in a split second and drive engagement across platforms like Instagram and TikTok. The language was designed to create excitement, almost like it was an event you didn’t want to miss. I made sure to highlight the best benefits of the membership with a strong, clear call to action that made signing up feel effortless. The goal was to blend exclusivity with accessibility, making sure the membership felt special but also something anyone could join and enjoy.
Print Ads
The print ads needed to stand out both inside and outside The Davis Theater, so I kept the messages short, sweet, and punchy. Bold headlines and strong visuals made sure the key benefits of the Red Carpet Membership were immediately clear, and I included a QR code so that signing up would be quick and easy. The main goal here was to make people aware of the membership and inspire them to act right away—whether they were already at the theater or seeing the ads out in the community.
Press Release
The press release was about introducing the Red Carpet Membership to the public and making sure people knew how much The Davis Theater valued its place in the community. I highlighted the theater’s history while emphasizing the exciting perks of the new membership. The tone was professional but still engaging, aiming to connect with both local media and potential members. Including a quote from the owner helped give the release authenticity, and a straightforward call to action made it easy for readers to sign up either online or in person.
