To reenergize the more than 20-year-old Theater District Open House event and spur new audiences, CKP worked collaboratively with Theater District Houston and the major resident companies of the Theater District to rebrand and reformat the annual event. CKP performed research and analysis that led to new positioning and messaging, shifting the focus from ticket sales as the primary activity at Open House to a more experiential activity where attendees could experience and become more familiar with the performing arts organizations. This approach, together with an aggressive marketing and public relations plan achieved record attendance and ticket sales for the seven major performing arts companies that call the Theater District home. As a result, CKP was named agency of record for Theatre District and re-engaged for the 2016 Open House events where we are delivering across all verticals – public relations, content marketing, and marketing.