The Garrity Group found new ways to engage online audiences.
The Garrity Group first started its media relations (traditional and digital) work with the Albuquerque International Balloon Fiesta (Balloon Fiesta) in 1997. In 2018, The Garrity Group’s social media efforts for the event (Facebook, Instagram, Twitter) had a reach of 11,201,578.
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.
The Garrity Group integrated media relations and email marketing narratives 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 influencers 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, an increase of 22.7 percent.
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