Through Starlight on Tour, 5D Spectrum helped transform a challenge into a citywide experience.
When an unexpected setback threatened to silence a cherished summer tradition, the City of Burbank chose not to pause, but to evolve. We adapted week to week—managing content, design, promotion, and lead capture—so the community could focus on showing up and enjoying the tradition while we handled the rest.
Reinventing the Summer Season: Starlight on Tour
Overview
When wind damage from the LA fires hit the Starlight Bowl, Burbank faced losing its most beloved summer tradition. Families had been gathering at that iconic venue for years, and the thought of a summer without it felt wrong.
So instead of canceling, the City of Burbank took the show on the road.
Working with 5D Spectrum, they launched Starlight on Tour, a free concert and movie series in neighborhood parks across the city. Same summer nights, same stars, just a new setting. The community kept its tradition alive.
5D Spectrum helped reimagine the campaign across digital and physical platforms, keeping the focus where it belonged: bringing people together when they needed it most.
Campaign Objectives
- Maintain strong brand engagement in Burbank and the surrounding areas
- Achieve 1,000+ RSVPs at each event
- Leverage artists, musicians, and city partnerships for co-promotion
- Collect 1,000+ new leads through QR codes and email signups
- Roll out consistent, engaging content across Facebook, Instagram, and email
Key Learnings & Insights
- Brand consistency and creative flexibility are vital in times of disruption
- Content reels and storytelling carousels outperformed static content
- Partnerships with local artists and the City of Burbank extended organic reach
- Weekly support through the Deliver phase allowed quick pivots and continual optimization
The 5D “Deliver” Process in Action
The 5D Spectrum team became an extension of the Starlight Bowl during one of its toughest moments. Through a flexible marketing retainer, we acted as their execution partner, adapting week to week as needs shifted.
The goal was simple: keep the Bowl visible and connected to the community, even when the venue itself wasn’t accessible. When a crisis hits, staying present matters. We made sure they could do exactly that.
Services Delivered:
- Weekly content strategy and posting across Facebook and Instagram
- Event promotion & recap reels, event graphics, and event storytelling posts
- Design of signage, flyers, and QR-coded materials
- Lead capture funnel via website RSVP signups
- Email marketing campaigns via Mailchimp to boost RSVP and brand recall
“When the Starlight Bowl became temporarily unavailable, we wanted to make sure a beloved Burbank tradition didn’t miss a beat. The team partnered with us to rethink the season in a way that kept our community connected, engaged, and excited. Starlight on Tour felt thoughtful, well-executed, and truly captured the spirit of our city.”
– Bryce Burton, Recreation Supervisor, City of Burbank Parks & Recreations
Results & Analysis
Social Media Engagement:
Facebook Performance
Total Engagements 2,440
Total Impressions 470,820
Reach (Users) 135,836
Instagram Performance
Total Engagements 1,646
Total Impressions 240,914
Reach (Users) 121,637
Hashtag Interactions 11,452
Email Campaign Performance:
New Email Signups: 2,546
Lead Sources: Event QR codes & RSVP pages
Email Platform: Mailchimp
Event Attendance & RSVP Performance:
Total RSVPs Captured: 13,744+
Average RSVPs Per Event: 2,200
Top Performing Events: 4th of July (5,088 RSVPs), August 9 Parks & Recs Centennial Celebration (4,673 RSVPs)
Lead-to-RSVP Funnel: Boosted via QR codes, email reminders, and event promo content
