The Preservation Society of Newport County has launched a new marketing campaign for The Elms, one of Newport’s storied Gilded Age mansions, inviting visitors to “Live the Drama” through a vivid retelling of the people who built and sustained the estate.
In collaboration with Providence-based Nail Communications, the campaign brings to life the history of The Elms through a theatrical trailer and a suite of digital content aimed at drawing fresh attention to the often-overlooked Bellevue Avenue landmark. The campaign follows the success of a similar effort centered on The Breakers and the Vanderbilt family.
“This campaign sets the stage to experience The Elms in a compelling way,” said Trudy Coxe, CEO and Executive Director of the Preservation Society, which owns and maintains the Newport Mansions.
Creative efforts focused on the Berwind family—whose coal fortune financed the mansion—and the staff of immigrant workers who famously staged an early labor protest there. Nail honed in on the broader theme of “American ambition,” weaving together ambition, conflict, and social change through dramatized scenes and interviews with actors portraying real historical figures.
“Our goal was to make it clear these people were real—not just characters in a period drama,” said Kevin O’Leary, Director of Marketing for the Newport Mansions.
The campaign includes a dedicated webpage with a cinematic trailer and video interviews with three actors featured in the production.
Visitors can explore more at www.newportmansions.org/mansions-and-gardens/the-elms.
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