Ohio State Fair Media and Blogger Engagement Campaign
In 2017, the Ohio Expo Center & State Fair challenged Inspire to help raise awareness of the Ohio State Fair in advance through a media relations and blogger engagement campaign. Specifically, the objectives for the campaign were to generate media placements throughout the state; partner with bloggers and key social media influencers to drive awareness and attendance to the Ohio State Fair; and position the Ohio State Fair as a tourist destination, staycation and short drive from regional markets. Inspire implemented a comprehensive media relations campaign, which included pitching interview opportunities, drafting news releases and media advisories, scheduling on-air interviews, and distributing media kits and packages to targeted outlets. The earned media campaign was complemented through strategic online and digital initiatives, including identifying and engaging with Ohio and nearby state travel and family bloggers to encourage them to share information about the Ohio State Fair in advance on their blogs and social media platforms. Inspire also invited influencers to attend early on during the Ohio State Fair to encourage them to share pictures on social media in real time.
• The campaign generated more than 30 media placements reaching more than 7.7 million and equaling an editorial value of $224,650.
• Inspire partnered with 11 Ohio bloggers and influencers who combined reached more than 364,000 followers with 60 targeted posts.