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Temecula Valley Balloon and Wine Festival 2013 Entry

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Temecula Valley Balloon and Wine Festival 2013 Entry TEMECULA VALLEY BALLOON AND WINE FESTIVAL 2013 ENTRY BEST MEDIA KIT #59 A. Introduction & background of campaign: The Temecula Valley Balloon and Wine Festival has been providing morning hot air balloon launches, evening balloon glows, afternoon wine tasting and top entertainment for 30 years. One of the premier events in Riverside County, the Festival has to re-invent its self annually to inspire news coverage. More than 40% of the Festival attendance lives within the Inland Empire/Riverside County. Yet, just 60 minutes from the major Los Angeles Market, the Festival also draws 30-40% of its attendance from the Los Angeles, Orange County, San Diego County and out-of-area markets including out of state markets (4%). The Festival therefore relies heavily on local media sponsorships and press coverage to bring 40-50% locals. In October the Temecula Valley Balloon and Wine Festival established the 2013 theme as “Let the Good Times Roll.” This was to carry the 2012 Theme of "Barrels of Fun" over, as well as increase recognition of the Festivals newest event - Wine Barrel Races introduced in 2012. Graphics, advertising design, flyers, online advertising and broadcast promotions all carried the theme. The Festival also appeals to a variety of niche markets including concert goers, "foodies," wine lovers, FMX/XGame/sports for FMX Show, photographers, campers, and craft brew fans. B. Media Kit: The press kit was designed with the 2013 Festival theme in mind. Contents included: • A mini race car with "balloon" propulsion - you inflate balloon and let the car race • Balloon Note Pad • Full-color perfect bound "Keys to the Best Event of the Summer" booklet that provided visuals of the event, its venues and niche areas, as well as a guide to the press kit provided on flash drive. • Flash drive containing complete press kit (press releases, Festival photographs, Festival b-roll). The Flash Drive was in the shape of a key, and attached to a key fob with a mock of a ticket to a "Media Preview" with RSVP phone number and website information, date and time of media preview. • Links to B-roll, low resolution of b-roll, and information to drop box and Vimeo access of video • All contents were delivered in a decorative boxes or envelopes, with elements of the Festival's key venues of Concerts, Wine and Balloons. C. Target audience/demographics for the media: AUDIENCE: The Festival publicity campaign targeted media that met the following criteria for readership/viewers or listeners; • Southern California Residents • Core readership/listeners/viewership • 25-54 year olds • Income greater than $75,000 per household/year • Couples • Wine Lovers • Photographers • Concert-goers • FMX Fans • Craft Beer Fans and microbrew buffs • West Coast residents and visitors with similar demographics • Tourists D. Target location: The Festival targeted Southern California cities in 3 Designated Market Areas (DMA’s) of Los Angeles, Orange, Riverside and San Diego Counties. San Diego cities: Escondido, San Marcos, San Diego and Carlsbad. Los Angeles cities: Beverly Hills, Long Beach. Orange County city: Aliso Viejo, Riverside cities: Corona, Norco, Lake Elsinore, Perris, Moreno Valley, Menifee, Temecula, Murrieta & Wildomar. It also reached to a select number of national media, including USA Today, Wall Street Journal, and Spanish media. E. Types of mediums used for media outreach: MARKETS: Los Angeles/Orange County KTLA KABC KNBC KCBS Telemundo TV Latino Fios – Los Angeles/Orange County Food Network DIY Hallmark Channel Nat Geo Fios – Inland Empire HGTV History Channel Headline News Speed Channel TV Land San Diego Market/Desert Television • KUSI • CBS/KFMBB • KNBC • KABC • Channel 6 Internet/Web: • Facebook • Twitter • YouTube • Blogs • Eblasts • Media partners websites Radio: Major market Los Angeles, Orange County, San Diego and Inland Empire stations • KTMQ • KMYT • KATY • KFROG • KKGO • KROQ • JACK • KFI • KBIG • KISS FM • KYXY 96.fm san diego5 • KCXX • Clear Channel San Diego • 6 stations KGB, 94.1, 94.9, ROCK, KOGO, KISS Television: • B-roll link on Press Kit and within kit for access to Vimeo and Drop Box of video • PSAs – in various formats • Weathermen and lifestyle reporters • KTLA • KABC • KNBC • Telemundo • TV Latino • Fios – Los Angeles/Orange County Food Network DIY Hallmark Channel Nat Geo Style Network • Fios – Inland Empire HGTV History Channel Headline News Speed Channel TNT TV Land Print: • Flyers • Posters • Rack Cards • Local Newspapers • Travel related magazines • Wine related publications A. Measurable results: Number of publications/cities/states targeted 88 Newspapers, magazines and online journalists, bloggers, and websites 12 Television News shows and broadcasters 12 Subscriber television networks, targeting 35-54 female 18 Radio stations Southern California from Los Angeles to San Diego - 3 Designated Market areas: Los Angeles/Orange County Riverside/San Bernardino San Diego County Percent of distribution that covered news o 18 radio stations, 6 television news, 12 subscriber television networks, 25 online event bloggers and news wires, and 52 print media (newspapers and magazines) o Coverage of Festival began October 1, 2012 and continued through July 8, 2013 (international coverage pending) . 50% of television news anchors/reporters and 100% of the television programs . 2 separate live broadcasts with KTLA 3-Hour Morning News - aired from Festival and Festival events • April 26 with Gayle Anderson, KTLA – Barrel Racing Media Preview 5 weeks before event • May 31 with Gayle Anderson, Balloons, Wine and Cheese • Value of coverage . 87% of newspaper, magazine, bloggers and on publications provided 2,113 inches . Southern California Cities that covered Festival: San Diego, Escondido, Fallbrook, San Marcos, Carlsbad, Los Angeles, Beverly Hills, Long Beach, Aliso Viejo, Coachella Valley (Palm Springs, Desert Hot Springs), Victorville, Fallbrook, Hemet, Canyon Lake, Riverside, Corona, Norco, Lake Elsinore, Perris, Moreno Valley, Menifee, Temecula, Murrieta and Wildomar. West Coast Publications that covered Festival: Westways, Los Angeles Times, Orange County Register, RV Journal, San Diego Union Tribune, Inland Empire Magazine, and Press-Enterprise . National Publications that covered the Festival, Spirit Magazine, Wall Street Journal, USA Today IMPRESSIONS AND INCREASE . Coverage resulted in 42 million impressions a 147% increase (2012 was 28.5 million impressions) • 3-hour broadcast with KTLA Weekend News o 60-second segment aired twice on KNBC o Mentioned daily on KTLA Morning News • Cover and entertainment section/insert Press-Enterprise • Entertainment section for The UT • Cover of Military Dispatch • Cover Valley News • Coverage ran November 2013 – July 2013 F. Supporting question: Update/change: The press kit was designed to give the media a quick overview of the visual nature of the event while, encouraging the representatives to dig deeper into the event to find their niche. It was also designed to encourage a greater response from the invited media representatives and journalists, and to get them to attend one of two event previews: the Wine Barrel Races on April 26th and the Media Day Preview/Opening Day May 31st. While pre-event coverage was the primary goal, to improve longevity of the event we also encouraged post event coverage and participation in the Festival's Balloon Flights and Barrel Races. VIDEO: Most Southern California news broadcasts prefer their own high definition video of the hot air balloons. They are, however, limited in funds to make the drive to Temecula for the coverage. Previously we had used b-roll on beta-sp tapes, cut each year and sent to all anchors and weathermen. This practice has become cost prohibitive as well as archaic technology. However, some of the smaller stations, and those on site, still need b-roll for their trucks and edit banks. To make it easy we created VIMEO account and a Drop Box Account AND provided these links in the press kit/flash drive, as well as printed out in information in the kit. Additionally we followed up the invitations and kits with email. BLOGGERS/SPECIAL SUBJECT MEDIA: This year the media campaign targeted subject relevant bloggers and websites and provided press kits, information, and query letters to these individuals. SUCCESS: Print, broadcast and online impressions, the Festival exceeded expectations, and received 42 million impressions a 147% increase (2012 was 28.5 million impressions) • 3-hour broadcast with KTLA Weekend News (Los Angeles/OC Market #1 Morning News) o 60-second segment aired twice on KNBC o Mentioned daily on KTLA Morning News • Cover and entertainment section/insert Press-Enterprise • Entertainment section for The UT • Cover of Military Dispatch • Cover Valley News • Coverage ran November 2013 – July 2013 • Wine Writer for USA Today created a sidebar star on the Festival to accompany one on Temecula Wine Country • Coverage appeared in Wall Street Journal, Los Angeles Times, San Diego Union Tribune, Chicago Tribune, San Gabriel Valley Tribune, San Bernardino Sun and the Press- Enterprise. • 8 Wine Bloggers featured the Festival • Numerous photographers covered on blogs and photo sites including Flicker, YouTube, Pinterest • Beer writers targeted covered the Festival's beer and food pairing • Spanish station El Informador and BreaVision participated and flew at media day • 39 Media representative attended the Media Preview and over 100 media were credentialed for the 3-day event. • Television News Coverage value was $46,183. .
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