TASTE OF ATLANTA
Challenge:
Taste of Atlanta is one of the most popular food festivals in
metro Atlanta. However, after four years of operation, many of the event’s
news points had already been highlighted. Without a huge draw, celebrity
chef or new venue to promote, organizers knew creativity mattered in generating
attendance. Shira Miller Communications (SMC) was brought in to help position
the 2005 festival in the most appealing manner possible and raise visibility
with local media.
Solution:
Our team started exploring public perceptions of Taste of Atlanta by holding focus groups. The valuable input received helped us understand that we needed to strengthen and highlight the festival’s charitable affiliation with the Atlanta Community Food Bank and focus on the large variety of restaurants participating. SMC created a comprehensive press kit that featured new humorous elements (Ten Reasons You Might Be an Atlanta Food Lover) and pitched stories to local print, TV, radio and electronic outlets. We also organized a movable feast press party for the media where high end limo bus coaches shuttled guests to participating restaurants.
Although Hurricane Katrina and escalating gas prices hitting right before Taste of Atlanta proved to be a distraction, SMC still attracted solid media coverage prior to and during the event. More than $21,000 worth of editorial coverage (per equivalent advertising costs) was secured with media outlets that weren’t sponsors, reaching a combined print circulation of over 800,000 readers alone. Over 128 media attendees – representing a good mix of all local mediums – attended and covered the festival. Radio hits included AM 1160, 790 The Zone, Jazz 91.9, DAVE-FM Star 94, and 94.9 Lite FM. TV segments appeared on FOX’s ‘Good Day Atlanta’ and WXIA’s ‘Atlanta & Company’ show while print coverage encompassed the Atlanta Journal-Constitution, Points North, Atlanta Now, Jezebel Magazine, Where Atlanta, The Wine Report, Atlanta Tribune, Gwinnett Daily Post, and Atlanta Business Chronicle.
