Promoting performing arts in the City of Leduc

Maclab Centre Theatre
Photo courtesy of City of Leduc Maclab Centre

We helped the City of Leduc raise awareness of their performing arts facility and inspire residents to rediscover the local arts and music scene after pandemic restrictions.

Communication design challenge

The Maclab Centre for the Performing Arts is a 450-seat performing arts facility located in Leduc, a municipality south of Edmonton, Alberta. Adjoining a local high school, many in the region were unaware of the live performances offered at the Maclab Centre. The City of Leduc took over operations of the venue in 2019 and sought help from iilo to promote its 2021/2022 performance season.

We partnered with the city to execute their marketing and communications plan to attract patrons across Leduc and the South Edmonton area. The multi-channel strategy included social media campaigns for Instagram, Facebook, and Twitter. We provided social media copywriting so that city staffers could implement the strategy with ease.

Four people preforming an act on a stage
Photo courtesy of City of Leduc Maclab Centre


As the performance season aligned with wintertime and the re-opening of public spaces after COVID-19 restrictions, we positioned the campaign as an adventure for residents to explore close to home, rediscover the joy of live performances, and support local talent. 

Our five-month social media campaign increased public awareness of the city-run Maclab Centre. More importantly, the city gained structure and flow for future campaigns. With a marketing model in place, we’re excited to have contributed to the thriving arts and culture scene in Leduc!

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