Case Study: Lighting Up the City – PR Success for the Aurora Borealis Festival 🌟🎆
The Challenge
Launching a brand-new festival is no small feat—especially in a competitive event landscape. The Aurora Borealis Festival was set to debut as Aurora’s first large-scale winter festival, but it needed strong media buzz and community excitement to drive attendance and establish itself as a must-visit annual event.
Our Approach
To ensure the festival captured attention and earned top-tier media coverage, we:
✅ Crafted a compelling PR strategy, positioning the festival as a one-of-a-kind winter experience.
✅ Developed strong media relationships, pitching the story to local, regional, and national outlets.
✅ Secured influencer partnerships, inviting 25+ content creators to preview and promote the festival.
✅ Leveraged strategic press releases & exclusive media previews to maximize coverage.
✅ Monitored & reported earned media value, showcasing the festival’s widespread impact.
The Results 🚀
🔥 502M+ unique visitors per month (UVM) in media coverage
🔥 Features in major outlets, including 9News, The Denver Post, Denver Gazette, and Fox 31
🔥 15,000+ attendees in the inaugural year
🔥 Significant social media buzz, influencer engagement, and word-of-mouth awareness
Featured Media Coverage 📰
🔹 Fox31 Denver: "Aurora Borealis Festival runs November 1-3” (Link to article)
🔹 The Denver Post: “Aurora is recreating the northern lights with LEDs — and more things to do this week” (Link to article)
🔹 Denver Gazette: “Free festival celebrating Aurora Borealis will light up Aurora skies through Sunday night” (Link to article)
Why It Matters
At a time when many festivals and events struggle for visibility, strategic PR efforts turned Aurora Borealis Festival into a standout winter attraction in its very first year. The festival’s massive earned media exposure helped solidify its reputation, drive attendance, and position Aurora as a go-to destination for seasonal events.
Want to Make Your Event a Media Sensation? Let’s Talk.
Great PR can turn your event into a can’t-miss experience—let’s work together to craft a media strategy that gets people talking (and attending)!