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Napa Cajun Festival
Event Publicity
Napa Downtown hosted the first Wine Country Cajun Festival in October 2007 to increase traffic for downtown merchants and restaurants, and also to highlight Napa’s many exceptional chefs and wine-tasting bars. One challenge was how to set this event apart from other concerts and festivals taking place in wine country.
We called upon Napa’s signature chefs to offer a different take on the concert-centered event. While promoting what they would be serving at the event – from seafood gumbo and duck jambalaya to pizza with a Cajun twist - the chefs were also reinforcing our brand message: Napa Downtown as a dining destination. The Zydeco musicians and the truly original event organizer Louisiana Sue were also used to promote the festival.
We supplemented the chef and personality placements with calendar announcements and news releases with event details. Every online festival notice was crosslinked with the Napa Downtown Web site to drive more visitors there.
The event publicity ran simultaneously with advertising in local newspapers, in SFGate.com and with Google ad words. All communications drove people to the event-specific Web site on the Napa Downtown site.
Chefs appeared on Good Morning Sacramento, KGO-TV’s View From the Bay, and KISS-FM’s Renel in the Morning program, and were also featured in a front-page spread in the Napa Register the week prior to the festival.
Over 7,500 people attended the event, an outstanding turnout for the inaugural year. The day before the event the Cajun Country Web page on the Napa Downtown Web site had 529 hits. The day after the event, the Web hits went down to 120 per day, concrete proof that event PR and promotion drive Web traffic.
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