Waterloo Greenway Conservancy (WGC) began its partnership with Breakaway PR in 2017 to raise its profile in Austin’s highly competitive non-profit market. The overriding purpose of the Conservancy’s programming is to create and maintain an extraordinary urban park system, in partnership with the City of Austin, for the benefit of all.
We have worked with WGC to promote their annual Creek Show for the past three years. The Creek Show has grown annually, with more eye-catching exhibits and higher turnout. This year the show was visited by 60,000 people, up from 50,000 attendees in 2018. The all-inclusive media campaign started six months prior to opening day including PR tactics such as press releases, calendar listings, setting up media previews, creating a media sponsorship campaign, securing TV, print, online coverage, and creating and a social media campaign.
As with previous years, we helped not only with a comprehensive media relations campaign in and around Austin, but we developed a media partnership program in which select local media outlets helped promote the event as a media sponsor. This year’s partners ranged from Do512 Family and KAZI radio to KUT-FM and El Mundo newspaper. We worked closely with the client to pull information from the featured artists, get photography and promote different artists along with a Waterloo Greenway spokesperson in media interviews.
In total, we secured 61 pieces of coverage between October and November for the Creek Show, resulting in approximately 400,000 coverage views. A few highlights include features in Texas Monthly, Texas Highways, Austin Chronicle, Austin American-Statesman, KVUE and more.