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San Antonio River Authority

• Challenge:

  SARA was opening a new stretch of the river – the Museum Reach – and we were to ensure the grand opening was more than just a one-time media opportunity.

• Strategy:

  KGBTexas developed a media relations strategy to generate buzz and drive attendance to the grand opening. We met with local media and worked with stakeholders to develop a detailed list of stories. We developed a partnership with the NBC affiliate which agreed to run a series of stories leading up to a special report on the eve of the grand opening. We created story pitches the convention and visitors bureau used to reach out to national media outlets. We developed a social media strategy to create dialogue on Twitter, Facebook and blogs. We held a preview tour of the Museum Reach for the local social media club.

• Results:

  The Museum Reach was mentioned in more than 350 stories beginning six weeks before opening. Total media coverage valued more than $3.3 million. Coverage included USA Today, The Los Angeles Times, The Dallas Morning News and Philadelphia Inquirer. There was extensive local coverage online and in print. A live online video feed of the preview tour drew more than 2,800 viewers in 75 cities who contributed to more than 120 stories about the Museum Reach on the Web. Tens of thousands of people showed up during the two-day grand opening weekend.