2019 Case Studies

MEDIA RELATIONS

Background: The Albuquerque International Balloon Fiesta (AIBF) is an annual nine-day event, in Albuquerque, New Mexico, that is recognized as the world’s premier ballooning event. The Garrity Group was engaged to handle all traditional media relations, leading up to, during and after the 48th event.

Challenge: Approaching the 50th event, the Balloon Fiesta story has been shared in a variety of local, regional, national and international media. The AIBF engaged The Garrity Group to increase reach of guests and potential visitors among radio, print, TV and online publications.

Solution: Using the AIBF’s annual economic impact study, The Garrity Group created a communications plan to reach core demographic and geographic audiences. The team then developed targeted media pitches focused on securing stories in media that had a record of covering the event as well as those that hadn’t covered Balloon Fiesta in many years, if at all. Through custom media pitches, The Garrity Group generated secured thousands of media stories including coverage on: The Weather Channel, NBC, Heads and Tails, CNN, Good Morning America, Travel Channel, New York Post, The Washington Post, The Washington Times and National Geographic. The coverage resulted in a reach of 3,425,853,808.

Additional Information:

‘Nothing Like It:’ Global balloon fiesta ready for liftoff (Yahoo! News)

https://news.yahoo.com/nothing-global-balloon-fiesta-ready-172029987.html

 

Gas Balloon Teams Reach Canada in Annual Distance Contest (US News & World Report)

https://www.usnews.com/news/us/articles/2019-10-12/gas-balloon-teams-reach-canada-in-annual-distance-contest

 

SOCIAL MEDIA 

Background: The Albuquerque International Balloon Fiesta (AIBF) is an annual nine-day event, in Albuquerque, New Mexico, that is recognized as the world’s premier ballooning event. The Garrity Group was engaged to handle social media, leading up to, during and after the 48th event. 

Challenge: The Garrity Group set out to increase digital media followers and reach on Facebook, Twitter and Instagram, increase website traffic to BalloonFiesta.com, improve virality by increasing impressions and establish new and creative ways of engaging online audiences. The team worked to create a unique voice for the brand, while managing dialogue with the public.

Solution: The Garrity Group integrated media relations and email marketing content into the yearly content, featuring stories and photos that gave Balloon Fiesta followers an inside look into the event. Key social media influencers, who have large followings and extend Balloon Fiesta’s reach, and online bloggers were invited to participate in the event and were treated with exclusive media access. By granting these key influences and bloggers special media access, The Garrity Group shared captivating videos and images with the larger Balloon Fiesta social media community and enhanced the social experience for all Balloon Fiesta guests and media. Our efforts resulted in a social media reach of 13,757,162.

Additional Information

Balloon Fiesta Facebook Page

Balloon Fiesta Instagram Page

Balloon Fiesta Twitter Page

 

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