The first challenge was to include the entire city (population 1.25 million), as well as the library system (20 other libraries and 900+ staff), in the opening of the new building. The campaign was designed to be inclusive and to engage new audiences. The second challenge was to give staff an opportunity to test the new library before the grand opening. More than 400 people from across the city attended the Golden Ticket event.

The campaign took inspiration from Roald Dahl’s Charlie and the Chocolate Factory. Golden Tickets were hidden at all libraries by staff, and key community partners gave away tickets. People from across the city became involved, visiting new libraries to search. Excitement and anticipation for the Central Library grew. The campaign was low-cost and high-impact. It was developed entirely in-house and was promoted through existing library platforms, including social media.

All 100 tickets were found. Ticket holders and their families attended the special sneak peek event, receiving tours, watching performers, trying various Library features and enjoying ice cream and gift bags. Library social media accounts had a combined 1,644,686 impressions during September, the month of the contest, and a 13% increase in new library members occurred over September 2017. The campaign played a key role in attracting 52,223 people to the Central Library’s Opening Weekend.