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San Bernardino Route 66 Rendezvous
SITUATION
In 2004, the San Bernardino Convention & Visitors Bureau (SBCVB) celebrated its 15th anniversary of the Route 66 Rendezvous– the largest and most famed cruising car show on the West Coast. The SBCVB brought in Communication Works (now Westbound Communications) to help attract new participants and renew interest in the once great car show.
IMPLEMENTATION
The media relations program was crucial to the success of the Rendezvous. To ensure that the Rendezvous received exposure among car aficionados, we pitched the event calendars and feature writers of national general interest auto publications. Local coverage was also important to boost attendance and sponsorships, so regional publications were targeted and radio partnerships and promotions were generated with stations in and around the event location in Palm Springs. Television is another key to reaching the Southern California audience, but our event location 80 miles outside of the LA market and limited budget for b-roll made this nearly impossible. Fortunately, students from the local college television/film program helped us assemble b-roll on a budget.
RESULTS
Our agency’s efforts helped attract more than 100,000 people to the event, increasing event coverage by more than 25 percent among Southern California media from the previous year. In total, we were able to secure more than 173 articles/clips from more than 24 newspapers and 20 magazines, 17 radio interviews, and seven television segments, receiving more than 23 million impressions. The Route 66 Rendezvous was back!
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