Bandar Aktiviti Seni Kuala Lumpur (BAS KL), the brainchild of the Cultural Economy Development Agency (CENDANA), is a campaign for the school holidays tasked with encouraging families to explore the arts during school holidays as part of its mission to build a vibrant, sustainable and ambitious cultural economy for Malaysia. There were 14 participating venues in the pilot project.
Fusionbrand was commissioned to develop the logo, tagline and campaign narratives as well as a digital passport interface that tracked the number of visitors at each of the participating venues. Despite a short lead time and a limited campaign budget, results were impressive with every venue seeing an increase in footfall following the pilot.
This ensured the second leg of the campaign was approved. This time more than 31 venues participated making it an impressive event. Fusionbrand was tasked with developing an updated website with geotagging capabilities, redesigned marketing collaterals and the design and development of a social media campaign across Facebook & Instagram.
Results again impressive, with double the number of registrants compared to the first campaign thanks to the tactical efforts by Fusionbrand.