Location: Albuquerque, New Mexico
Industry: Tourism/Special Events
Practice Area: Media Relations
Challenge: The Albuquerque International Balloon Fiesta is the premier event of its kind, attracting balloonists and media from 33 countries. During our involvement, the event averaged 850 to 1,000 hot air and gas filled balloons, hosting in excess of 250 media organizations. Our challenge was to provide clear and consistent messages to tell the Balloon Fiesta story, which first launched in 1972.
Approach: Based on our four-step processes, The Garrity Group developed and executed a researched-based plan to reach target audiences. Telling the story through the 1,200+ balloon pilots (many teams have more than one pilot); we established a news bureau and had translators available through visitor/tourism partners.
Results: Sticking to the plan, and leveraging resources, we were able to secure significant media coverage for sponsors and increase attendance each year of our involvement. Our pre-event awareness combined with our on-site management assistance also allowed us to provide crisis communications counsel when balloons had flight difficulties impacting their crew, passengers and spectators. Our team attracted national and international media to the event, coordinated media at the event, developed media story ideas and provided crisis communication services as needed.