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Temecula Valley Balloon & Wine Festival 2014 Entry BEST MEDIA

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Temecula Valley Balloon & Wine Festival 2014 Entry BEST MEDIA Temecula Valley Balloon & Wine Festival 2014 Entry BEST MEDIA RELATIONS CAMPAIGN #61 1. OVERVIEW A. Introduction & Background of Campaign/Event: Celebrating 31 years of beautiful hot air balloon launches at dawn, stunning evening balloon glows, world renowned musical entertainment in concert, wine tasting, food and wine pairings and family entertainment. The Temecula Valley Balloon & Wine Festival has branded the Temecula Valley as the place with "the Balloon and Wine Festival" and is one of the highest attended events in Southern California. Located on the border of San Diego and Riverside Counties, the Festival has an enormous pool of media within its reach, with three very large demographic market areas. These areas include Los Angeles/Orange County, Riverside/San Bernardino and San Diego. Major media offices are located anywhere from 40 minutes to 2 hours from our Festival site. Each year our challenge is to provide something "new" and exciting, that can entice the producers, editors, and photojournalists to take the drive to our Festival for live coverage, while providing pre-event publicity in the weeks and months prior to the event. Following the 30th Anniversary and experiencing a decline in the number of print media, we had additional challenges and focused our attention on the visual beauty of the balloons in flight. B. Purpose/Objective of the Media Relations Campaign: The purpose of the media relations campaign is to increase event awareness and attendance, while improving sponsor and event partner marketing benefits and engagement. To do this, data from event surveys and attendance profiles were analyzed and matched to media outlets and contacts for their interests and audience demographics. We then provided targeted public relations and promotional campaigns for key media members, and created methods for the media to provide unique experiences for their audiences and readers alike. Partners & Sponsors Campaign Targets: Temecula Valley Wineries Temecula Valley Convention & Visitors Bureau "Visit Temecula Valley" "Defy Gravity" the Wicked Corporate Balloon Balloonists involved in Balloon Launches Chefs providing cuisine for our Food and Wine Pairing Chefs and the sponsor for our Food & Beer Pairing Major Area Daily Newspaper - Press-Enterprise/OC Register Media Targeted for Campaign and Exclusives based in and providing content for our 3 Southern California DMAs: o San Diego County o Riverside/San Bernardino (includes Palm springs & Desert) o Los Angeles/Orange County Media Objectives, Targets improve coverage of gourmet and visual attributes of the Festival: Wine Industry Writers and Media Craft Beer Industry Writers and Media Radio Stations and Programs that matched either the concert genre and audience, foodies, or photographers Television News Producers and Anchors Newspaper Entertainment Editors and Photographers Campaign Opportunities Included: Private Wine Tasting Tours Exclusive Interviews with Wine Makers Exclusive Interviews with Chefs Exclusive Prize Packages to Festival Exclusive Prize Packages Media Day Hot Air Balloon Flights Participation in Contests and Scavenger Hunt C. A Detailed Outline of Entire Media Relations Campaign: The Temecula Valley Balloon and Wine Festival Media Relations Campaign starts immediately following the current Festival held the first weekend in June annually. At this time we recap successes, meet with media representatives to discuss enhancements and or shortcomings of our promotions, and outline next year goals. Reports from participating media are analyzed for their effectiveness and new strategies are developed. The Festival 2014 Theme of "Rising to New Heights" was established in October, 2013. Components to the campaign included: Strong & Dominant publicity in regional newspaper, magazine, entertainment periodicals Consistent and frequent exposure on Southern California Television and Radio Social Media campaign that includes fan interaction with media sites and sponsors Sponsored Advertising Paid Advertising leveraged in Sponsorships and social media engagement 3rd Party Sponsorship Participation with local print sponsor On-air interviews and ticket giveaways Exposure at public events held by media sponsors Online contests and points reward programs Strong online presence for Festival and Media Partners Minimum 3 weeks of broadcast exposure Minimum 3 weeks print advertising OCTOBER – DECEMBER: The 2013 Festival results were provided to the media partners and a proposal was requested and approved utilizing the new theme of "Rising to New Heights." Exclusive offers were discussed with partners. During this time the new theme was announced to the public, posted on the Festival Facebook page, and initial exclusive offers were provided to returning guests. "Wicked - the Musical" hot air balloon was discovered on the east coast. Organizers pursued the balloon pilot and marketing team, inviting them to attend the Festival. Additionally a plan to add a musical element to the evening balloon glow was devised. Proposals and partnerships with media were requested from: KISS FM/Clear Channel Los Angeles NBC/TV Clear Channel San Diego KFROG – Inland Empire Go- Country – Los Angeles Time Warner/Fios Network/Direct TV marketing San Diego Union Tribune Inland Empire Magazine KPRI- San Diego Mobile App providers JANUARY-MARCH Produce Long-Range Press Coverage and Local Coverage through: Headline Entertainment Announcements Holiday Gift Shopping and Advanced Ticket Sales Calendar Notices released to media contacts in Southern California and Nationally Vendor and Volunteer publicity Campsite Sales/Opening Ticket and Souvenir Sales Social Media Feeds Exclusive Interviews and Tours Media Events and Activities Mobile App Balloon Glow Activity and Promotion EBlasts o Holiday Ticket Sales o Concert Headliner Announcements o Reserved Seats and Upgrades o Valentine's Day Promotion o Awards o Advanced Ticket Sales o Camp Sites on sale o Vendor Applications and Openings o Exclusive Festival Experience on Sale APRIL-JUNE Produce continual awareness and top of mind recognition for event utilizing a cross-media communication strategy to engage and connect through all media by reaching our core audience. This included terrestrial radio, network television, bundled-subscriber television, internet SEO and social media. Media was provided a variety of material including exclusive invitations to our Food and Wine Pairing, exclusive one-on-one tours with wine makers and winery chefs, extending invitation to participate in our April wine barrel races event. Media Components include: TVBWF.COM website Facebook/TVBWF Twitter Pinterest Instagram YouTube E-Mail Blasts Print Media - Newspaper and Magazines Radio Stations in 3 DMAS – Los Angeles, Inland Empire and San Diego DMA Network Television - Los Angeles, Palm Springs Bundled/Subscriber Television - Los Angeles, Orange County and Inland Empire Press and Blogger Journalists specializing: o Concerts & Entertainment o Wine Tasting o Food & Wine Pairing o Beer & Micro Brew o Local News o National News o Tourism o Photography Wine Tour with Blogger/Clear Channel Los Angeles “The Dish” Release of Festival Mobile App Produce Media Day Preview Broadcast Media with High Frequency of Message D. Target audience/demographics for the media: 25-54 year olds Female decision makers Concert-goers Food, Wine and Beer Lovers Photographers Income level of $75,000 or higher Residents of Los Angeles, Orange, Riverside and San Diego counties, California E. Target location (communities/cities/states) for media: Our campaign targeted Southern California cities within our 3 DMAs - Los Angeles, Orange, Riverside, and San Diego Counties. San Diego County Cities: Escondido, Fallbrook, San Marcos, Poway, Vista, San Diego and Carlsbad Los Angeles County Cities: Beverly Hills, Long Beach, Los Angeles, Azusa/Glendora and Beach Areas. Orange County cities: Aliso Viejo, Newport Beach, Anaheim, Anaheim Hills, Brea, Fullerton, Irvine, Dana Point, Huntington Beach, Laguna Beach and Mission Viejo. Riverside County cities: Corona, Palm Springs, Canyon Lake, Lake Elsinore, Perris, Moreno Valley, Menifee, Temecula, Murrieta, and Wildomar San Bernardino County cities: Rancho Cucamonga, Upland, Mira Loma, Arrowhead and other Mountain Communities. F. Types of Mediums used for Media Outreach: Paid radio schedules in all three DMAs surrounding Festival - Los Angeles, Orange, Riverside and San Diego. Sponsored radio promotions in all three DMAs surrounding Festival Paid Los Angeles & San Diego Clear Channel Groups for air traffic report commercials and online promotions PSAs delivered to musical genre specific radio stations (Television News, Weather and lifestyle reporters in all three DMAS, Cable Specialty Shows Media Partnerships that provided Added Value to advertising campaign by providing the following requirements: o On-air Giveaways o Endorsements from Top Air Personalities o Interaction with Festival’s Facebook Contest o Stronger On-Air schedules than previous years o 3rd Party participation to sponsor media's participation o Interaction with media's listeners, readers, through contests, appearances at media/station events and participation in events. Spanish version press releases and PSAs to Latino/Hispanic television Regular press releases to Newspapers and News Journals in Southern California o Monthly January through April Press Releases o Weekly Releases April to May 23 Press Releases o 6 weeks
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