CLIENT: MONTSERRAT FESTIVAL
Services: Online/Digital Public Relations + Social Media Management – Facebook
Montserrat, the Emerald Isle of the Caribbean, was celebrating its 50th festival in December 2012. While it was a milestone year for the annual cultural festival, the marketing budget was still limited.
Moxee Marketing was engaged by the Marketing Officer for the Montserrat Festival during the Summer of 2012 to help increase online awareness in primary source markets for Montserrat including the United States, Canada and the United Kingdom. Target audience was the Montserrat Diaspora as well as those looking to book a winter getaway to the Caribbean.
The plan of action included:
* Writing, distributing and following up on 15 press releases related to various aspects of the festival and Montserrat as a vacation destination
* Active Management of the Montserrat Festival Facebook page including 50 Reasons to be in Montserrat for #Festival50 campaign
Results from this plan of action were:
* 198 articles published online in 97 different publications/Internet sites
*30% increase in Facebook fans and approximately 150+K organic reach for posts related to #Festival50