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How Can One Festival Stand Out Against the Competition for News Coverage?

Challenge:: Rochester's Paint Creek Center for the Arts wanted to increase awareness of and attendance to its annual fundraiser benefit, the Art and Apples Festival, which occurs at a time of year that is inundated with major festivals.
Solution:: A publicity plan was implemented that targeted media outlets within communities of participating artists to garner coverage in markets outside Rochester and Oakland Township. The plan also targeted major metro media organizations for broader reach.
Results:: Utilizing local connections between festival participants and media -- as well as the powers of homemade apple pie -- BBC gained print and broadcast interest from a variety of news organizations throughout Michigan, neighboring states and even Canada. One year after BBC took over public relations for the festival, the number of festival goers doubled.

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