With the advent of
other more polished and stylized flower and garden shows, this 50-year-old
city-wide weekend event had experienced a steady decline in both
revenue and attendance. WMG was retained to
publicize, advertise and promote the three-day event and to devise ways to increase attendance and revitalize the
reputation of the Flower Show organization.
WMG
solicited and received a city of San Francisco proclamation and we
invited Mayor Dianne Feinstein for the ribbon-cutting ceremony. Phil
Frank, cartoonist for the San Francisco Chronicle, agreed to
create a one-of-a-kind souvenir flower-oriented art poster, which he
signed for sale at the show.
All local and regional consumer and trade media were invited to
pre-opening events, private tours and opening day festivities. We blanketed Northern California media with pre-event
stories, by-lined articles, public service announcements and
calendar listings.
Over 25 local and
regional publications ran feature stories. This included cover
stories in the San Francisco Chronicle Sunday Datebook magazine and
Sunset Magazine. In addition, every local television station in the
Bay Area covered the opening ceremonies featuring Mayor Dianne
Feinstein.
As a result of our
campaign, the San Francisco County Fair and Flower Show increased its
gate by 33% over the previous year (to 169,000 paid attendees.)
Back
to Top
Case
Studies
