Creating an International Icon
The Bay Lights is an iconic light sculpture created by internationally acclaimed artist Leo Villareal that celebrates the 75th Anniversary of the Bay Bridge and highlights the San Francisco Bay Area’s connections to art and technology. It has become a major attraction for people who live nearby and for visitors from around the world, contributing to the beauty and economy of San Francisco.
In just six months, Brazer Communications generated over 400 million media impressions for The Bay Lights, and the media coverage is continuous. Beginning over a year before the project's debut, we designed a media relations campaign that would generate anticipation for The Bay Lights and gather momentum to draw in visitors through a variety of quality stories in regional, national and international media throughout the two years the sculpture is scheduled to be installed on the Bay Bridge.
Key coverage of the sculpture to date has included national morning shows CBS This Morning and The Today Show, NBC and CBS national evening news, international wire services Reuters and Associated Press, CNN International, BBC, NPR, Bloomberg, Hemispheres (United Airlines magazine), Sunset, The New York Times, T: The New York Times Style Magazine, WIRED magazine and The Wall Street Journal.
Brazer's continuing work also has included strategic counsel, issues management, media training, on-site interview management and support for fundraising efforts.
Successfully launching a world-class work of public art requires more than mastery of permitting processes, technical know-how and fundraising acumen. To achieve an exalted place of global recognition and international resonance, messaging and media strategies must be carefully crafted, tightly controlled, and expertly executed. The Bay Lights--which has enjoyed uniformly positive press and garnered nearly a billion media impressions worldwide--owes a debt of gratitude to the team at Brazer Communications. Their seasoned leadership was key in helping the beloved artwork become a breakout success.