International folk art market


The International Folk Art Market (IFAM) is an organization that promotes economic opportunities for folk artists around the world and hosts the world’s largest Folk Art Market. In 2021, the Santa Fe-based organization held their first in a post COVID-19 environment. Reintroducing IFAM to local, national and global media was a priority for event organizers. Artists representing 13 coutnries were selected to participate in the event. Each had unique stories about their passion for art as well as supporting their families and communities.


The Garrity Group worked with IFAM’s leadership to develop and execute a communications plan that focused on reintroducing the event, its artists and benefits to the community. Building awareness and excitement around the IFAM brand and its events focused on drive and fly markets. The media outreach focused on raising awareness that the event is occurring, the need for volunteers and sharing the unique stories of the artists representing 13 countries.


Reaching out to media and hosting 28 reporters/photographers, including a crew from the Public Broadcasting System, The Garrity Group generated and tracked coverage with a total reach of 797,482,937 people. Some of the 388 stories about the 2021 IFAM event included coverage by the Associated Press, Baltimore Sun, Dallas Sun, Yahoo! News and WFAA-Dallas.

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