Highlands Festivals, Inc: Navigating Challenges Amidst a Global Pandemic
CLIENT GOALS
Highlands Festivals, Inc. is dedicated to promoting Highlands, NC by producing world-class events that showcase the region’s vibrant culinary, visual and performing arts organizations while contributing funds and resources that benefit the community. Historically, Bear Shadow is held in the Town of Highlands. However, in April 2021, as the effects of COVID-19 continued, JDPR worked with organizers to proactively seek a location for the main “Base Camp” concert that would allow for guests to be socially distanced while enjoying live music safely and responsibly.
Objectives
- Leverage media relations to mitigate the impact of negative news stories and brand attacks about changing the original concert location.
- Showcase Bear Shadow as a safe, socially responsible event with a positive economic impact on the community.
- Rally community leaders in support of the Bear Shadow mission to help showcase the festival as a much-needed morale boost for the local community after a challenging year of isolation.
- Engage government and public safety officials in planning exercises to ensure safety measures are in place.
TACTICS
- JDPR conceptualized and executed a campaign mobilizing the Board of Directors and local community leaders to draft Letters to the Editor in support of Bear Shadow. The letters were published in the two primary local newspapers.
- Leveraged media relations with primary local outlets to secure well-placed, earned media coverage promoting the Bear Shadow event and explaining the COVID-19 safety measures put in place.
- Conceptualized and executed a Town Hall-style meeting with the Bear Shadow venue owners and neighboring community groups to hear a presentation outlining the Bear Shadow mission and COVID-19 safety plans from the Bear Shadow client and its marketing team.
- Drafted talking points to facilitate one-on-one conversations with community partners.
- Drafted FAQ documents regarding COVID-19 safety plans to share with the media and Bear Shadow platforms.
THE IMPACT
- JDPR created significant buzz, proactively positioning Bear Shadow as the first festival in the U.S. to provide a safe and responsible way to enjoy music after COVID-19, reaching an audience of over 1.4 million.
- Secured event attendance from local, regional and national media, including national freelance travel writer Malika Bowling.
- JDPR pitched and secured more than 35 local and national media placements, including pre-event coverage, an op-ed about planning during the pandemic and previews of the upcoming Highlands Food & Wine event via broadcast tv, radio, print, online and social media.
- Leveraged media relations and created positive brand exposure, showcasing Bear Shadow as a safe, responsible event that made a positive impact on the local economy.
