Issue/Solution: Texas Heritage Crafts Festival

Issue: The 13-year-old Six Flags fall crafts festival was no longer news. While a popular event, poor attendance could hurt the theme park’s fourth-quarter attendance goal. How could we get substantial publicity for an event that felt too similar to other craft fairs and festivals in the Metroplex?

Solution: Create a teaser that is cool enough to bring “on air.” I took a signature festival décor item, life-sized scarecrows, and had them created in the likenesses of every morning news anchor and weather person in the DFW Metroplex. I delivered the custom scarecrows just before each newscast, complete with b-roll of our special events team installing the remaining 200 scarecrows throughout the park.

Results: Recipients went wild over their personalized scarecrows. More than one anchor at each station used them during their morning news, and many even showed up later that day on evening newscasts. One station cut away to the scarecrow of their meteorologist during every weather segment, while she mentioned the Texas Heritage Crafts Festival by name. The most telling result? It was a record year for first weekend attendance.

#Ticketsales #Teasers