Festival of the Arts BOCA, Boca Raton, Florida
One of only five IMG produced cultural festivals in the world, The Festival of the Arts Boca desired a program to target affluent audiences who would be purchasers of cultural event tickets for dance, classical music, film and literature to such names as Doris Kearns Goodwin, Renee Fleming, Canadian Brass, Preservation Hall Jazz, Audra McDonald and more. The ten-day festival held at Mizner Park in Boca Raton takes place each March.
Promotion of the 2010 Festival was limited with a substantial decrease in advertising and marketing dollars than they had available in previous years. Historically the Festival received 75% of all media through paid media outlets and very little through public relations efforts. Polin PR was hired for the 2011 Festival and was able to receive more than $1million in unpaid editorial coverage via television, radio, print and electronic media outlets. The Festival’s Board of Directors was so impressed with the 2010 results, Polin PR was once again hired as the media agency of record for the 2012, 2013 and 2014 Festivals.
Polin PR has vast experience in working with local, regional and national media to secure editorial coverage and support for arts programs. The Polin team developed concepts, themes and pitches in a wide variety of subjects including music, film, arts, travel, lifestyle, fashion which translated into a wide array of print, electronic, radio and broadcast coverage. The team secured a TV and print sponsor each year which provided enhanced coverage and in the case of TV – three weeks of Public Service Announcements to promote the event. In 2012 and 2013 over 2 million dollars in unpaid media value was obtained.
Polin PR also has a history of working with numerous country club, gated, condominium and active adult communities. After careful analysis of the 2010 data, Polin PR created a program to reach this targeted group of affluent full and part time residents who would support arts performances and programs. Polin PR secured a high profile real estate and management company as sponsors and in turn, offered their community residents a promotional discount on tickets purchased by a certain date. A special promotional code was set up through IMG tickets to track all sales. Special promotional collateral was produces and distributed within the communities. Additionally, the Festival was allotted the opportunity to produce events/informational speaking opportunities (led by volunteers) and distribute collateral and posters within many of the communities.
Results from these efforts resulted in more than $60,000 worth of tickets sold on-site at these events with an additional $20,000+ of tickets sold through other marketing efforts including community newsletter articles, flyers and other collateral materials.
Due to the popularity of the show, the City of Boca Raton joined GGP as a partner and provided additional exhibit space for display vehicles in the adjacent Mizner Park Amphitheater for the 2014 and 2015 events.
A sampling of media is below.