WINTER FEST – ORANGE COUNTY

Challenge

Winter Fest OC, Southern California’s largest winter celebration, tasked The Brand Amp with executing their public relations efforts for the 4th consecutive year – with the challenge of increasing event attendance year over year.

Solution

The Brand Amp developed a robust outreach strategy to secure earned broadcast, print and online media coverage for Winter Fest OC throughout Southern California. The team conducted consistent proactive outreach beginning four months prior to opening and continuing through the events’ 18-day run. To expand to a wider audience, TBA focused on securing local magazine coverage, on-site TV morning show segments during opening week, organized ticket giveaways with hyper-local bloggers and influencers, as well as coordinated a VIP opening night for media, influencers and celebrities to help increase awareness and event attendance. TBA developed press releases, media alerts, and other announcements highlighting new attractions, live entertainment, New Year’s Eve celebrations and back-by-popular-demand activities at Winter Fest OC.

Results

As a direct result from proactive media outreach efforts, The Brand Amp generated over 300 media placements and 62M total media impressions, an increase from the previous year. Five broadcast stations covered live segments from Winter Fest OC during opening week, sharing the event with a diverse audience – KTLA, KNBC, Telemundo, Univision 34, and Spectrum News 1. In addition, consistent print and online media coverage from top outlets such as ABC, CBS/KCAL, The Daily Pilot (LA Times), AAA’s Westway’s Magazine, Orange County Register, Orange County Business Journal, Parenting OC, LA Parent, and many more drove ticket sales and resulted in Winter Fest OC’s largest year to date.