Florida State Fair Case Study

PROBLEM/OPPORTUNITY

After several years of negative publicity due to an incident occurring with one of its patrons, the Florida State Fair had an undesirable image in the eyes of the public. General consumers felt the Fair was unsafe and not family-friendly.

STRATEGY

PRESS PR + Marketing developed a strategy to flood the statewide media market with family-friendly messaging, safety improvements, inspections and promotion of fun entertainment options for people of all ages – toddlers, teens, adults and seniors.

TACTICS

PRESS PR + Marketing created a targeted list of community influencers to create a blogger program. Mom bloggers were contacted to create a mutually beneficial program that provided bloggers and their families with tickets along with content to help promote the Florida State Fair and its family-friendly entertainment.

PRESS also invited media to take part in both ride inspections and the Student Day Community Action Team meeting. The Community Action team was a partnership between local community members and the Hillsborough County Sheriff’s Department as a way to curb behavioral problems among young teens.

PRESS crafted messaging to each member of the media in the Central Florida area to ensure custom stories for each journalist. PRESS also created daily schedules, coordinated media interviews and ensured each member of the spokesperson team was equally represented.

RESULTS

During the Florida State Fair, negative stories were greatly diminished, both ride inspections and safety procedures were lauded as “some of the strictest in the country.” Extensive national coverage was secured during 2018 because of a baby being born at the fair. Lyric Love, a beautiful baby girl was delivered by local deputies on Valentine’s Day.

PRESS garnered 560 pieces of media coverage resulting in over 743 million impressions with an approximate ad value equivalency of over $2 million dollars.

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