Bellco Credit Union
Creating Connections: Elevating a Sponsorship with Engaging Experiences
Challenge
Since 2016, Bellco Credit Union has proudly served as the presenting sponsor of the Denver Art Museum’s Free for Kids program, which provides free year-round admission to visitors aged 18 and under. Wanting to celebrate this impactful partnership—grounded in their commitment to supporting arts and culture—and mark the milestone of welcoming the program’s one-millionth young visitor, Bellco sought a creative and memorable approach. To achieve this, they enlisted GFM|CenterTable to design and implement a comprehensive communications program to amplify both the milestone and the Free for Kids initiative.
Approach
A crucial element of this successful activation was creating multiple touchpoints for museum visitors, allowing them to celebrate the program’s one-millionth milestone while highlighting its overall success and Bellco’s role as a dedicated community partner and advocate for the arts. Likewise, the GFM|CenterTable team aimed to ensure the activation extended beyond a single-day event.
GFM|CenterTable, working with the museum and Bellco teams, developed an immersive, multiple touchpoint strategy that included a youth-driven chalk art mural on the museum plaza (engaging both visitors and passersby alike), art inspired photo opportunities throughout the interior of the museum, an interactive “digital balloon pop” activity focused on counting 1 million balloons, free face paintings and temporary tattoos for visitors during the celebration, onsite digital signage throughout the museum, and a special edition art museum program for the celebration.
Additionally, we coordinated an improv and comedy actor to serve as a “roving reporter” during the celebration, conducting interviews and capturing video snippets with youth while they explored art exhibits and interacted with the various activities. Our goal was to generate lasting imagery and content that could continue to promote the Free for Kids program in the months to come, ensuring its impact resonated well beyond the milestone celebration.
Results
100
Nearly 100 kids picked up chalk and added to the mural outside the Denver Art Museum entrance
9,888
Museum visitors during the four-day celebration
20,526
Organic video views
22,597
Organic social media impressions
575+
More than 575 organic social media engagements for Bellco
Multiple earned media placements highlighting the 1 million youth milestone
- Yellow Scene Magazine: Denver Art Museum Celebrates “One Million Kids”
- 303 Magazine: Denver Art Museum: Celebrating One Million Free Kid Admissions, Taking the Kids
- The Gazette: Weekend things to do around Denver and beyond
- FOX31 (KDVR): Things to do in Denver for the weekend
