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The Cheech

Introducing the largest and most prestigious collection of Chicano art in Riverside, California.

brand messaging | media outreach | media management

THE CHALLENGE RAM first retained Westbound pre-pandemic to help reach fundraising milestones by generating advance coverage from Los Angeles TV news stations, the LA Times and the Southern California News Group. Finally, in 2022, we had an opportunity to share with the world an amazing new center that was everything promised and more. We began by first establishing critical brand messaging that spokespersons could use to describe The Cheech and the concept of Chicano art.


Westbound managed an aggressive publicity campaign with a targeted strategy designed to generate buzz and anticipation in the months leading up to 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 was generated that 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.

Power in Numbers


Media placements in a four-week window

Corporate and Consumer Gallery

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