When The Mount, the renowned architectural gem and cultural center in Lenox, Massachusetts–the former home of literary icon Edith Wharton– wanted to hit the refresh button on its print advertising, they reached out to me as an ad copywriter. We sat down to brainstorm ways to cultivate new audiences while still speaking to existing fans, and developed two approaches: one to appeal to local audiences who may not have visited the cultural center in a while and were unfamiliar with the breadth of programming it offers, and one to draw in Berkshires tourists who would be interested in touring the extraordinary home and gardens.
For the latter, shown above, we wanted the ad copy to reflect The Mount’s inclusiveness. We also wanted to highlight one of its major differences from other historic houses: all spaces are open to the public to walk through, touch, experience, and enjoy. The resulting bright, uplifiting, welcoming ad speaks volumes about The Mount and its approach to introducing art and history lovers of all ages and backgrounds to a major Berkshires cultural institution.