Case Study:
The Ohio Chinese Lantern Festival is a beautiful festival highlighting Chinese culture, specifically by featuring handmade Chinese lanterns. The Ohio Festival was the first Chinese Lantern Festival that Tianyu Cultural Arts Organization, the parent company, had produced during the winter. We knew it would be an extra challenge to get people to go outside to see these lanterns when the temperatures were below freezing.
Research showed several niche audiences had interest in this kind of event. The timing was conducive to creating charitable tie-ins. The event’s timeframe (Nov. 24 - Jan. 2) offered an opportunity to reach people seeking a family and holiday entertainment destination.
Irvin PR also knew there needed to be diverse media offerings in the traditional and social space to create event awareness. It was also important for early adopters to share their experience to offer third party validation on the event’s value. This led to a series of diverse offerings:
Irvin PR obtained more than 140 media placements, totally more than $330,000 in publicity value and more than 31 million impressions. The event generated more than 800 social media posts mentioning the Festival by name. The publicity helped so much, the Festival extended its run for a week because of positive buzz created through the integrated campaign.
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