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Challenge
The Challenge
The Riverside Art Museum (RAM) first approached Westbound in 2018 about media outreach to support awareness and fundraising for a remarkable vision. In addition to his
entertainment credentials, Comedian/Actor Cheech Marin is also a passionate art collector of Chicano art which he has been collecting for four decades. A partnership between
Marin, the museum and the City of Riverside proposed opening a permanent home for his collection: The Cheech Marin Center for Chicano Art & Culture, affectionally called The
Cheech. Westbound helped reach fundraising milestones by generating advance coverage throughout Southern California. Then, in 2022, we had an opportunity to share with the
world this amazing new museum that was everything promised and more. We began by establishing critical brand messaging that spokespersons could use to describe The Cheech
and the concept of Chicano art.
The Solution
Westbound managed an aggressive publicity campaign with a strategy designed to generate buzz and anticipation in the months leading up to and beyond a June 2022 Grand
Opening. Our focus was on Southern California media, art and museum trades, Latino outlets, and selected national outlets. In collaboration with the RAM team and Marin’s
personal publicist, a deluge of coverage began two months before the opening and continued throughout and following the opening. Coverage was secured in everything from
local weeklies to national broadcast, exceeding all expectations and producing sold-out advanced ticket sales and the promise of future success. Our efforts secured 500+ media
placements in a four-week window, including national media such as the New York Times, NPR and CNN, and established The Cheech as a destination that continues to attract
media interest. Westbound continues to assist the Riverside Art Museum with media relations.
By the Numbers
500+ media placements surrounding Grand Opening
• 12,000 engagements from media social pages
• 17 pieces of coverage in the Los Angeles Times in 2022 and 2023
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