Project Profile

Client: Devon Horse Show and Country Fair

Challenge: Annual events are challenging and require fresh thinking each year if media outlets are going to bite. Last spring, BTC was tasked with generating national, regional and local publicity for the oldest and largest outdoor multi-breed horse competition in the United States on Philadelphia's iconic Main Line.

Solution: Yes, the competition itself is newsworthy. But it was BTC's aggressive public relations campaign with creative, unique and fresh angles - complemented with email marketing and advertising – that truly won the day. BTC's tenacious approach to positioning the 120-year-old show to a younger, broader audience generated exposure morning, noon and night leading up to the competition and throughout the week.

Result: Morning shows, midday magazine programs and live evening shots were all part of a hugely successful media relations effort. BTC's nose for news found ways to increase visibility even while the horses were in the stables, garnering various national, regional and local broadcast segments including the top four broadcast television networks in Philadelphia. These major networks ran numerous segments during prime time, accumulating more viewers. In addition, our public relations efforts resulted in various print and online features in Philadelphia.