Challenge
In 2010 DeLuna Fest was a new 3-day festival created as “The Original Beach Party” to help promote tourism on local beaches. The event was scheduled for the weekend of October 16, 2010, and DeLuna Fest creators needed help branding and promoting the new event. Ideawörks was brought on board by Five Flags Tourism Group to develop and execute a comprehensive public relations campaign. Goals of the campaign were to drive ticket sales to help reach festival attendance goal of 30,000 attendees, to brand the festival in its inaugural year and to drive lodging bookings and bring business back to the area after the BP oil spill.
Solution
Within a few days, a public relations campaign was launched that included media pitches, news releases, a digital media kit and a unique “Campus Invasion” tour to creatively reach the college aged audience in key feeder markets. Ideawörks helped to negotiate major sponsor Sam’s Club and developed the national news release that Sam’s distributed. Documented, unpaid “earned” media coverage included MTV News, Billboard Magazine, Rolling Stone, Newsweek and countless others. Local and regional media coverage was widespread. DeLuna Fest organizers also contracted with Ideawörks to plan and buy television, digital and radio schedules.
Results
$600,000 - Earned Media Value 1.8 million - Website Page Views 4,000 - Room Nights Booked
Ideaworks
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