November 23, 2009
Rueckert Advertising earns back-to-back PRSA Empire
The Lake George Forum had a problem of royal proportions. They needed help getting the word out about the pending arrival of the King - the former King of Rock and Roll, that is.
Each year, the Forum hosts a music festival at which 60 Elvis Tribute Artists from Austria, Belgium, Canada and all corners of the United States vie for $8,000 in prize money in professional, amateur and youth divisions.
Organizers of the third annual Lake George Elvis Festival wanted to be sure that attendance for the three-day event was maximized and that 2005 ticket sales were soundly surpassed.
The agency immediately got to work. We crafted an event press release which was distributed with publicity photos to daily and weekly newspapers from Syracuse to Western Massachusetts and from Plattsburgh to Long Island. Event information was also placed on regional community and media Web sites.
At the same time, we identified regional tribute artists, including a couple of 10-year-old kids gearing up to take the stage for the first time, who could be profiled by their local papers prior to the event. The agency also lined up regional radio/TV public affairs interviews, as well as distributed a media advisory to ensure that reporters traveled to the scenic resort town to cover the weekend's festivities.
Media coverage for the event was at an all-time high. Working on a limited budget, Rueckert helped secure a staggering 3.1 million impressions valued at $35,000 from articles and interviews in the Syracuse Post-Standard, Post Star (Glens Falls), Times Union, The Daily Gazette, Metroland, Troy Record, The Saratogian, TV-8, WNYT-13, WTEN-10, Capital News 9, FOX-23 and PAX-TV.
Despite torrential downpours that took place throughout the weekend, heightened festival coverage led to a $7,000 bump in advance ticket sales, helping to insulate organizers from the inclement weather. Overall ticket sales also rose by $10,000, or close to 15 percent overall, enabling the festival to come in over budget on revenue for the first time.