Temecula Valley Balloon & Wine Festival 2013 Entry

BEST MEDIA RELATIONS CAMPAIGN

#61

1. OVERVIEW

A. Introduction & Background of campaign/event:

Celebrating 30 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 media pool to reach, with three very large demographic market areas. These areas include the Los Angeles/Orange County Market, Riverside/San Bernardino Market and the San Diego Market. Major media offices are 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.

Additionally, our central location creates a challenge of reaching our targeted audience of 25-54 year-olds. Intercept surveys and data collected from our sales repeatedly show that we draw between 30-40% of our audience from the Los Angeles designated market area (DMA) 10-15% from the San Diego DMA, and 45-55% from the Riverside DMA. Despite our limited budget we must advertise in the expensive Los Angeles media market and make our budget stretch with media partnerships to receive the best coverage.

B. Purpose/Objective of the media relations campaign:

The purpose of the media relations campaign was: To entice repeat coverage of the Temecula Valley Balloon and Wine Festival through creative presentation of Festival venues, events and customized media events; to establish media dominance and visibility; to utilize strong visuals both video and still photos; to entice broadcast media support and coverage; to enhance radio and print relationships to increase reach and frequency of coverage; increase attendance while maintaining core audience demographics; to engage and involve Festival fans, guests and volunteers prior to the Festival; to improve coverage of all facets of the Temecula Valley Balloon and Wine Festival; to engage sponsors and volunteers with media coverage and events.

Events and Venues used:

• Barrel Races • Morning Balloon Launch • Evening Balloon Glow • Wine Tasting • Food & Wine Pairing • Beer & Food Pairing • Concerts

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 which is 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 our next year.

Negotiations with media sponsors in the Los Angeles and San Diego markets began in October 2012 and continued through March of the 2013. Publicity for the event began in October with the announcement of the upcoming dates, long-lead media calendar notices and invitations for coverage, and solicitation of sponsorships.

The Temecula Valley Balloon & Wine Festival Media Relations/Campaign Components include:

• Strong & Dominant publicity in regional Newspaper, Magazine, Entertainment Periodicals, • Consistent and frequent exposure on Southern California and local Television and Radio • Social Media campaign that includes fan interaction with media sites and sponsors • Sponsored Advertising • Paid Advertised leveraged with Sponsorships and social media engagement • 3rd Party Sponsorship Participation with broadcast media • 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: Negotiate contracts and sponsorships with major DMA media outlets • KISS FM/Clear Channel Los Angeles • NBC/TV • Traffic Sponsorship on Los Angeles radio • Clear Channel San Diego • KFROG – Inland Empire • Go- Country – Los Angeles • Press-Enterprise – Inland Empire • The Californian/North County Times • San Diego Union Tribune • Inland Empire Magazine

DECEMBER-MARCH Produce Long-Range Press Coverage and Local Coverage through: • Calendar Notices released to media contacts in Southern California and Nationally • Vendor and Volunteer publicity • Campsite Sales/Opening • Ticket & Souvenir Sales • Poster Contest • Headliner Announcements • Holiday Gift Shopping and Advanced Ticket Sales • Social Media Feeds • Develop Pre-Media Event – Barrel Racing • Distribute Invitations to Pre-Media Event

• Eblasts o Holiday Ticket Sales 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 of event utilizing a cross-media communication strategy to engage and connect through all media reaching our core audience. This includes terrestrial radio, network television, bundled-subscriber television, internet SEO, and social media. 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 in Los Angeles • Bundled/Subscriber Television in 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 FMX and Extreme Sports o Tourism o Photography • Produce Advance Media Event – 6 weeks prior to Event • 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 Lovers • Photographers • Income level of $75,000 or higher • Los Angeles, Orange County, Riverside and San Diego Counties of California

E. Target location (communities/cities/states) for media:

The campaign targeted Southern California cities in 3 DMAs of Los Angeles, Orange, Riverside, and San Diego Counties. San Diego cities: Escondido, Fallbrook, San Marcos, San Diego, and Carlsbad

Los Angeles 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, (South Orange County), Dana Point, Huntington Beach, Laguna Beach and Mission Viejo.

Riverside cities: Corona, Canyon Lake, Lake Elsinore, Perris, Moreno Valley, Menifee, Temecula, Murrieta, and Wildomar.

Target Market Media: Radio/in all three DMAs surrounding Festival (L.A., Orange, Riverside & San Diego) • Television News, Weather and lifestyle reporters in all three DMAS, Cable Specialty Shows • Latino/Hispanic media • Newspapers and News Journals in Southern California • Entertainment writers and editors • Media Appealing to and possessing dominant audience of 25-54 year old female, 35-54 males • Industry leader bloggers and online reporters (travel, food, wine, music) • 30 Publications • 25 bloggers/event websites/wine-related sites • 23 Writers/journalists for publications • 12 Television news shows featuring events in Southern California • 16 Radio stations in Southern California

F. Types of mediums used for media outreach:

• Monthly Press Releases • Press Kits with B-roll, PSAs, press releases, event info, video, and high resolution photos • Invitations to media day • Invitations to “pre-event” wine barrel races • EMAIL - Newsletter/E-Blast • To editors, news producers, broadcast journalists, entertainment writers, plus 48 media representatives subscribed to Melody's Ad Works, Inc. newsletter • Social Media • Facebook/event creator and time line • Facebook/Like/follow • Twitter/Follow • Twitter tweets to journalists • YouTube, video of wine barrel races and balloon glow.

Television: Method/Medium used for outreach and targets • B-Roll: provided on flash drive, in drop box, and on Vimeo • PSAs – in various formats • Invitation to race wine barrels, emailed and snail-mailed showing weathermen and lifestyle anchors with face of anchor dubbed into barrel racer. • Initial mailing/invitation to Barrel Racing and/or Media Day • Email invitation showing video from prior year video of wine barrel races • Caption “We Turn Wine Barrels into Race Cars.” Approached 12 television contacts in 3 DMAS including o Weathermen o Lifestyle reporters o Anchors 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 o 6 stations KGB, 94.1, 94.9, ROCK, KOGO, KISS

Print: • Flyers • Posters • Rack Cards • Local Newspapers • Travel related magazines/bloggers • Wine related publications/Bloggers • Included Spanish translation kit to Hispanic media

Media Partnerships that provided added value to advertising campaign by providing the following requirements: • On-air Giveaways • Endorsements from top Air Personalities • Interaction with Festival’s Facebook Contest • Stronger on-air schedules than previous years • 3rd Party participation to sponsor media's participation • Interaction with media's listeners, readers, through contests, appearances at media/station events, participation in events.

Social Media Campaign and Facebook Contest (Scavenger hunt contest and Video contest) • Contest encouraged fans to link to media sites • Contest encouraged fans to attend various media events

Barrel Race • Participants made race cars out of used wine barrels • Sponsor provided location for race • Social media, and newspapers publicized race results • Television coverage/pursued through anchors and weather men • KTLA covered race in a Preview Race with Gayle Anderson and 8 participants • 13 teams participated in the race and over 300 spectators attended the race

Utilized Major Los Angeles/Network Television for Advertising Component KNBC • Partnered with Temecula Valley Convention & Visitors Bureau for ad and encouraged room stays

Website One month prior to festival • 109,000 unique visits for the month prior and just under 5.7 million page views • Average of just over 3,500 unique visitors per day peaking at 10,000 the day before the event began • Traffic came from over 54,000 different networks or service providers

Days of the festival • Average of 14,000 Unique Visitors going to the site each day of the event • Overall traffic resulted in a peak of 767,000 million page views on the Saturday of the festival alone • 2.2 million total page views

G. Measurable results indicating:

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: 18 radio stations, 6 television news, 12 subscriber television networks, 25 online event bloggers and news wires, and 52 print media (newspapers and magazines) . 50% of television news anchors/reporters and 100% of the television programs . 2 KTLA 3-Hour Morning News Live Broadcasts from Festival • April 26 with Gayle Anderson, KTLA – Barrel Racing • May 31 with Gayle Anderson, Balloons, Wine and Cheese . 87% of newspaper, magazine, bloggers and on publications provided 2113 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 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

Attendance results based on media outreach/campaign: . Festival Demographic Attendance Hit Marketing Target LOS ANGELES COUNTY 19% ORANGE COUNTY 13% RIVERSIDE COUNTY 41% SAN BERNARDINO COUNTY 9% SAN DIEGO COUNTY 12% DESERT COMMUNITY 2% OUT OF MARKET/CALIFORNIA 1% OUT OF STATE 3% . Core Age: 25-34 30% 35-44 15% 45-54 19%

Male 42% Female 58%

Married 43% Single 57%

Income results based on media outreach/campaign: 62.8% of the attendance had a household income of $100,000 or more. 29.4% earned $100,000 to $174,000 per year. $100K-$124 16.7% $125k-$149 14.9% $150K-$174 17.4% $175K-$199 10.8% $200K or more 7.8%

Longevity of media coverage: Coverage of the Festival began October 1, 2012 and continued through July 8, 2013 (international coverage pending)

Increase/decrease in media from previous years: Publicity Coverage resulted in 42 million impressions a 147% increase (2012 was 28.5 million impressions), and value added to overall media campaign was $287,755 and more than 2.7 times that of our budget. ($96,000)

Value of added television coverage due to publicity and media campaign: $46,183 Amount spent on television, cable, network $16,540 Value of added television Coverage due to publicity and media campaign: $120,032 Amount spent in print advertising $5,000 Value of radio on-air promotions and 3rd party partnerships $100,000

H. Overall effectiveness of the campaign:

The 2013 Temecula Valley Balloon and Wine Festival maintained their core audience while experiencing increases in:

• Attendance income by: 6.5% • Ticket outlet sales by: 29.4% • Total Festival revenue by: 6.6% • Increased website unique visitor activity by: 9%

Radio, Newspaper, and television advertising and promotions included a strong social media and online component. All radio stations included online and on air ticket promotions. Television advertising was purchased with NBC, which provided us with two 60-second spots featuring the Festival as “Worth the Drive”

Hotel Occupancy: With Limited Room Inventory, the Festival weekend normally produces an 80 to 90% occupancy rate. Hotels have therefore required 2 to 3-day stays. The 2013 Festival occupancy realized slight occupancy increases:

PERCENT OCCUPANCY IN TEMECULA HOTELS

2012 2013 INCREASE

FRIDAY 88.6% 92.6 4%

SATURDAY 94.0% 94.9 .9% SUNDAY 56.4% 61.3% 5%

TOTAL ROOM OCCUPENCY INCREASE 9.9%

I. SUPPORTING QUESTION:

Update/change from the year before?

Based upon our onsite and intercept surveys, as well as demographic profiles of our audience, the 2013 Media Relations Campaign strategy was refined to improve the frequency, reach, and campaign duration to our core market through paid and sponsored advertising, marketing and promotions, as well as publicity. Public relations and social media campaigns were targeted towards fringe markets and extended markets that included beer and microbrew fans, foodies (food and wine lovers), FMX fans (freestyle motocross), Photographers, Campers, and genre-specific concert-goers.

We reduced the number of radio stations carrying promotions, and negotiated for maximum relationships with those media who matched our core audience of the 25-54 year-old, high-income female concert/wine lover.

We aligned with the strongest media in all of our surveys for our primary campaign (KISS FM, Clear Channel Traffic) placing 27% of our budget with this media, and negotiating Celebrity endorsements from their jocks, including on the Ryan Seacrest Show. One of the Festival's headliners, Scotty McCreery, was the 2011 American Idol winner. The Festival's honorary balloonmeister is the traffic reporter for both Kost FM and KFI - where traffic spots aired. A partnership with Thompson RV provided the Festival $27,000 on KFI and Jack FM Radio as well as an interactive partner in the Festival's Social Media Campaign.

The Social Media Campaign was kicked off at Clear Channel/KISS FM'S Wango Tango - an 8-hour concert featuring Maroon 5, Bruno Mars, Demi Lovata and others within the Festival's target market music preference. The Festival also had a booth at Wango Tango where guests were encouraged to enter the Social Media contest to win a campsite at the Festival.

Additionally, The Festival Publicity and Social Media Campaign reached out to many of the niche groups through social media contests for tickets to Food and Wine Pairing and Food and Beer Pairing. It also was target specific towards all morning television weather anchors and lifestyle reporters known for on-location coverage of Southern California Events. Anchor faces were superimposed on wine barrel racers from the 2012 Festival, and sent to the anchors with an invitation to come race wine barrels and fly in hot air balloons. This was followed up with questions on Facebook and posting the anchor "photos" in the race car asking our fans which anchor would be faster. We also tweeted and Facebooked the weather reporters the week before the Festival to tell us what the weather would be like.

The result of this campaign was KTLA'S morning reporter Gayle Anderson covering our event April 26 at the preview/barrel races and again May 31 on opening day of the Festival. It also resulted in television weather men reporting the "Temecula Valley Balloon and Wine Festival Weather" including Henry DiCarlo of KTLA, KUSI, KCBS and KNBC television.

The entire press kit was placed on a "Key" shaped flash drive, and a "guide book" to the Festival and press kit was sent to 100 journalists, writers, news anchors and reporters.

The Key had a link to the Festival video and b-roll drop box, as well as a copy of the b-roll. The Festival also provided links to Vimeo with three different formats of the B-Roll. B-Roll and the commercial were placed on YouTube and tagged to include all keyword search terms for the Festival.

The purpose of this social media strategy was to increase the direct links to Festival news, b-roll, and website for all News Media whether searching on their own or using our links.

Within the 100 chosen media, bloggers and websites that specialized in craft beers, brewing, microbrews, wine writers and critics, and photographers. The Festival's coverage from these bloggers/websites had a 100% increase over previous years. We also did not send beta-tapes, but had them available for request.