Greater Than Icon

Main Street Arts Festival

Situation / Problem

The MAIN ST. Fort Worth Arts Festival (MAIN ST.) is an annual, four-day award-winning celebration of the visual, culinary and performing arts. In 2011, the signature event celebrated its 26th anniversary, and event organizers Downtown Fort Worth, Inc., wanted the celebration to be record-breaking. Our PR team was tapped to promote the festival through media relations and social media.

Solution

We produced an aggressive media relations and social media campaign to pump up awareness to local/regional residents and visitors alike, and also to solidify its position as one of the most credible arts events in the nation. Tactics included pitching four major angles – the general overview, the participating artists, musicians and performances, and the festival’s green initiatives – as well as engaging audiences on a daily basis via Facebook and Twitter.

In addition, we worked with producers at Dallas/Fort Worth’s CBS TV affiliate stations, KTVT Channel 11 and TXA21, to arrange live broadcasts during all four days of the event from a specially constructed outdoor stage in downtown.

Evaluation

 

  • Media Coverage: As a result of our public relations efforts, approximately 30,187,852 impressions were garnered, valued at $1.1 million. In addition to nearly 20 hours of live broadcasts from the CBS set, an additional 40 hours of TV news coverage was secured from local ABC, NBC, FOX and CW affiliate stations, as well as more than 70 news and interview pieces from arts magazines, national and regional papers, and radio stations.
  • Attendance/Sales: The 2011 festival attracted its highest figures since it began 26 years ago, with record sales at more than $4 million, 400,000 in attendance, 1,500 artist applicants, 223 selected exhibiting artists, 1,200 volunteers, and 300 musicians and performers.
  • Social Media and Website: From the commencement of the campaign in January until the end of the event in mid-April, MAIN ST.’s Facebook page had 2,377 new likes (an increase of 205%), its Twitter page attracted nearly 700 new followers, and its website had a 77% increase in traffic from the previous year.
Content