The Show Must Go On
By Jenna Todoroff, CGPR Account Executive and Digital Communications Manager
Public relations professionals will be the first to tell you that it’s a rare occasion when an event goes according to plan. But even in the most dire of circumstances, in order for the show to go on, you just have to keep on, keepin’ on – and that’s exactly what we did when bad weather plagued Fair Saint Louis earlier this summer.
Although rain was forecasted through much of the event, we didn’t let it stop us from our goal: to secure great media coverage and ensure the public was apprised of the latest Fair updates through traditional and social media. Whether it was discussing the exciting entertainment lineup or the impending rain rolling through, Fair Saint Louis was the prime topic of conversation amongst St. Louisans in early July.
When thunderstorms forced Fair Saint Louis to open a few hours later than scheduled on its second day, our team worked quickly with the Fair’s leadership team to develop effective messaging that explained how that day’s programming schedule would be impacted by the delayed opening. In addition to utilizing the Fair’s social media channels in relaying updates to the public, we developed alerts to send to the more than 4,000 people who downloaded the FairSTL app. Even the weather couldn’t rain on the Fair’s parade: That night, Sammy Hagar and The Circle brought down the house to the tens of thousands of fairgoers who experienced a night of one-of-a-kind entertainment.
Despite the rain, the Fair was a resounding success. Nearly 235,000 people attended the three days of the Fair. The event garnered more than 750 news stories across all channels, including 24 TV segments filmed from the fairgrounds alone. More so, the Fair’s social media channels experienced a hike in activity: From April to July 2016, posts from the Fair’s Facebook and Twitter pages garnered more than 1.7 million impressions.
It was a pleasure working with the entire Fair Saint Louis staff and leadership team in making Fair Saint Louis 2016 such as successful event. We are counting down the days until we can do it again next year!