The Challenge: The Edmonton International Fringe Festival wanted to share its story in a new exciting way. Celebrating its 35th year as Canada’s largest Fringe Festival, it wanted to engage directly with Edmonton and be the driver of its own message within the Edmonton media.
The Solution: Bangel PR created a media plan that reached out directly with the Edmonton media to pitch and gain earned media. Traditionally the Fringe engaged with media sales teams and lost control of its message and the type of coverage it received. We told the stories of the Edmonton Fringe Festival as an:
- international and local talent incubator,
- a festival powered with numerous long-time dedicated and loyal volunteers with great stories to share,
- and as a festival with a long storied history of creative talent that has grown astronomically in size over its many years.
We also worked with the Fringe and its main sponsor, ATB Financial, to create a new concept and experiential event called Roving Fringe. Bangel PR took the Fringe right to the people and chose locations in Edmonton of high traffic where performers broke out in pop-up performances for crowds. Bangel PR helped the Fringe showcase its talent ahead of the start of Fringe, promoting ticket sales and talent and we helped ATB Financial shine as the sponsor of the event at the same time.
We Delivered: Bangel PR helped the Fringe improve its media coverage by a whopping 120 percent with close to 300 media interviews booked over ten days. Reporters, producers and technical crews of media said it was the easiest year they’ve ever had covering the Fringe because of the support Bangel PR provided them. Bangel PR also put a giant smile on the face of the Fringe’s title sponsor. Everyone loves to keep the sponsors happy! This year was their best yet!