Siempre Mujer - Music Festival

Story

Siempre Mujer, the leading magazine for the Hispanic woman in the U.S., recognized the growth of the Hispanic market (particularly in the Southeast region of the country) and wanted to offer its audience a moment to celebrate Hispanic culture. The brand brought its  pages to life by organizing the inaugural Siempre Mujer Music Festival (SMMF) in Charleston, S.C., one of the nation’s fastest-growing Hispanic markets.

Havas Formula was retained to lead a robust PR campaign for the festival, with the goal of securing 150 million impressions, as well as coordinate all aspects of the event from host and talent to festival activities.

Tactics

  • Launch aggressive media relations campaign targeting key Hispanic media to garner more than 150 million impressions
  • Develop messaging platform to ensure a consistent message is shared across all media
  • Build relationships with community leaders and organizations to bolster awareness and support of the event
  • Coordinate alongside Formula Street team to attend key Hispanic festivals to raise awareness and encourage people to attend the event
  • Execute consumer engagement activities during Mes de la Mujer (Women’s Day Month) and Mother’s Day
  • Secure talent for daytime and nighttime and manage daytime run-of-show
  • Drive increased consumer awareness and interaction through social media pages

Results

  • Managed the festival run-of-show
  • Secured 457 national and local placements in EFE, MSNLatino.com, Terra.com, Mund2 and Huffington Post/Latino Voces, among others, garnering more than 175 million impressions and $883,000 in ad value
  • Orchestrated phone and in-person appearances and interviews with spokesperson
  • Managed media invitations and accreditation to SMMF daytime and nighttime activities
  • Executed promotions from ticket giveaways with local radio shows, local and regional newspapers
  • Alongside Havas Street, coordinated a four-member SMMF street team to raise awareness and encourage attendance to event during Fiesta Atlanta, where 1,500 cards where distributed and ambassadors engaged with almost 2,000 people
  • Secured mayor proclamation naming June 16 “Siempre Mujer Day”

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