The Pink Floyd Exhibition retains Dreww for digital advertising services


October 13, 2022

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Montreal, October 13, 2022 – S2BN Entertainment, the executive producer behind the critically acclaimed Pink Floyd Exhibition: Their Mortal Remains and Arsenal Contemporary Art, have retained Dreww for a variety of digital marketing and advertising services, as they set their sights on presenting the museum-quality exhibition in Montreal this fall.

Dreww was mandated to develop a modern digital marketing strategy to sell tickets to fans of Pink Floyd from all across Eastern Canada and the North-Eastern part of the United States. The strategy pitched involved the full extent of Dreww’s service offering: designing a mobile-friendly website, producing a television commercial, managing the exhibition’s social media accounts, producing viral short-form videos for Tiktok & Reels, and buying conversion ads across Facebook, Instagram, Google, YouTube, and Tiktok to sell tickets. 

Mockups of the website produced for the exhibition

“I reached out to Andrew because I had heard of their excellent work in the entertainment industry. We are looking to sell upwards of +100,000 tickets for this exhibition and we needed a digital marketing strategy and a website that could help us achieve these objectives. We are extremely satisfied thus far with their work. They quite literally pulled a rabbit out of a hat for us by getting our website online only 14 days after signing their mandate. With regards to their digital marketing strategy, we are currently running various positive ROAS campaigns as we approach the opening day of the expo.” 

André Hudon, Senior Vice-President of Touring at S2BN Entertainment

The exposition has travelled across Europe and North America and has been presented in 6 different metropolitan cities such as London, Rome, Madrid, and Los Angeles just to name a few, before it lands on November 4, 2022, at Arsenal Contemporary Art Montreal. Fans of the world-famous band and cultural enthusiasts will be treated to an interactive and immersive experience giving visitors a backstage pass to the world-renowned band’s story. An audio-visual journey through more than five decades of one of the most iconic music groups, and a rare glimpse behind the curtain into their career and personal lives.

Social Media Conversion Ads For Ticket Sales

“This project came together really quickly and it put the entire team of digital natives at Dreww to the test. The plan was to go on sale 2.5 weeks after receiving a phone call from André Hudon, SVP of Touring at S2BN, who asked me if Dreww was up for this challenge. We instantly got to work as time was of the essence. We built a fabulous website and put a digital marketing strategy together in less than two weeks to be ready for the on-sale which took place on October 6th. This project really proved my assumption that there is a need in the marketplace for the full-service offering and vertically integrated marketing, content production, and web development teams I’ve been working so hard to build. Large-scale clients love our turnkey solution and this project was the perfect test for it”

Andrew Johnson, CEO at Dreww

Assigned to the project is most of the multidisciplinary team at Dreww. Andrew Johnson is acting as the lead strategist, bringing all internal and external stakeholders together, as well as keeping the strategy on track. Émile Seguin was tasked with designing and coding the website, while Arnaud Jolois was tasked with website copywriting and project management. Olivia Rijntjes is tasked with overseeing all social media and ad-buying activities, while Clothilde Fortin is assigned to the account as senior social media manager. Julie Fouquet and Camille-Ly Drainville will both be ensuring timely community management. Bridget Gosselin will be producing a series of viral short-form videos for Tiktok and Instagram Reels, while Octavie Dikilu will be editing these videos. Lastly, our VFX Artists and Motion Designer JS Smith along with help from Joshua Rosenbaum will be producing a television commercial and various motion graphics video ads.

About The Pink Floyd Exhibition: Their Mortal Remains

The Pink Floyd Exhibition: Their Mortal Remains is presented by Michael Cohl of S2BN Entertainment. The exhibition was originally created for London’s V&A, led by Pink Floyd’s creative director Aubrey ‘Po’ Powell (of the design partnership Hipgnosis) and Paula Webb Stainton, who worked closely with the Pink Floyd members including Nick Mason (Exhibition Consultant For Pink Floyd), with additional curation provided by the V&A’s Victoria Broackes.

About S2BN Entertainment

Led by industry legend Michael Cohl, S2BN is a full-service live entertainment producer and promoter. They deliver the highest-quality live experiences to fans worldwide. Their work ranges from concerts and theatre to family entertainment and museum-quality exhibitions. S2BN is an industry leader known for delivering spectacular live events. Their past and current projects have won Emmy Awards, a Grammy Award, a Peabody Award, a Billboard Creative Content Award, and an NAACP Image Award. Recent projects include Barbra Streisand’s global touring, Phil Collins’ North American tour, the North American tour of Nick Mason’s Saucerful of Secrets, Bat Out of Hell: The Musical, Rock of Ages: The Musical, An Evening with Oprah, and more. 

About Arsenal Contemporary Art

Arsenal Contemporary Art is a private contemporary art and cultural initiative founded by patrons Pierre and Anne-Marie Trahan. It is devoted to the support, promotion and development of Canadian contemporary art through diverse endeavours, including the showcase of Canadian contemporary artists, alongside international artists, in exhibitions that are curated in-house and by invited international curators. Opened in 2011 in Montreal, Arsenal Contemporary Art has since expanded to include locations in Toronto (2013) and New York (2017). Although some exhibitions travel from one location to another, the programming of each location is tailored to its respective community, space and audience.

About Dreww

Dreww is a full-service digital advertising agency and multidisciplinary production studio founded by Andrew Johnson. With its head office located in the Griffintown area of Montreal, Dreww is a collective of digital natives, all working together to propel brands online. Founded in 2013, today Dreww has been mandated by dozens of local, national, and international brands such as Porsche Cars Canada, AB InBev (Labatt, Bud Light, Archibald Microbrasserie, Hoegardeen, Cidrerie Lacroix), Unilever (Maille Canada), Cook it, Jeep, Loto-Québec, Cirque du Soleil, and Four Seasons, just to name a few.

Dreww Reel

Andrew Johnson

President and co-founder of Dreww.